CHICAGO (October 14, 1999) – The beef industry’s checkoff-funded "Beef. It`s What`s for Dinner." advertising campaign returned to the airways this week as the industry continues its efforts to promote branded, value-added beef products. The launch is the first part of a more than $17 million integrated ad campaign designed to focus on two important beef demand drivers – convenience and nutrition.
With commercials airing from Oct. 11-31, the fall advertising focuses on convenience. Targeted to convenience-driven moms, the advertising message tells how heat-and-serve beef products can provide a great beef meal for mom and her family in a matter of minutes. Consumers and producers will see and hear commercials featuring the popular "Rodeo" music and Sam Elliott`s voice.
"This is going to be a groundbreaking year for beef industry advertising because of our new approach to integrate nutrition and convenience messages," said Steve Henshaw, a cattle producer from Sturgis, Kentucky and chairman of the beef industry`s Advertising Committee. "We are extremely excited to kick off the campaign with a convenience message that will build momentum for the heat-and-serve beef product category that we introduced in last year’s campaign."
During October, advertisements are appearing on national television programs, as well as cable programming such as TV Food Network, TBS, Lifetime, and A&E. The thirty-second commercials will be seen on The Today Show, 60 Minutes, The Tonight Show, Wheel of Fortune, VH1 Behind the Music, Martha Stewart, 3rd Rock from the Sun, Cosby and other popular television programs.
Local radio ads will also run in 22 select markets as part of retail partnerships with grocery store chains including Kroger, Safeway, Pathmark, and Publix. The radio advertising is designed to drive consumers to their local retailer for heat-and-serve beef dishes. In total, the October kickoff is expected to reach 83 percent or 49.2 million women 25-54, an average of 4.6 times.
"Like last year’s campaign, we are concentrating advertising’s checkoff dollars into concentrated `bursts` of advertising to get the most out of our dollars," said Henshaw. The strategy is for beef commercials to run frequently and repeatedly during a concentrated period of time to have the kind of impact of a big promotional advertiser.
The beef industry will launch its nutrition message with print advertising in national magazines this January. Both messages will be supported with public relations efforts as well as promotions and retail and foodservice partnerships. The overall integrated plan, including advertising, public relations, promotions and retail and foodservice programs, totals $30 million.
These efforts are funded by the national beef checkoff, which is administered by the Cattlemen`s Beef Promotion and Research Board. This 111-member board is appointed by the Secretary of Agriculture to oversee the collection of the $1-per-head checkoff, certify state beef councils, implement the provisions of the Federal Order establishing the checkoff and evaluate the effectiveness of checkoff programs.
-- NCBA --