Beef Messages Delivered to Millions of Consumers This Year

DENVER (August 11, 2004) – Consumer passion for beef has been fueled this past year by award-winning checkoff-funded print and television advertising, reaching 93 percent of adults 11.5 times.There were three flights during the fiscal year, which began Oct. 1, 2003.

Television spots ran 3,600 during the year, with print ads seen 55 times in national magazines like Good Housekeeping, Gourmet and Sports Illustrated.On average, the advertising reached consumers for less than a penny a person.

Funded by beef producers through their $1-per-head checkoff, the advertising was coordinated for the Cattlemen's Beef Board and state beef councils by the National Cattlemen's Beef Association (NCBA).The NCBA serves as one of the Beef Board's contractors for checkoff-funded programs.

Part of t he checkoff-funded advertising consisted of a campaign that reinforces the passion consumers have for beef.The $13.4 million “Beef. It’s What’s For Dinner ® ” campaign was aimed at consumers aged 25-54.On television and radio, the ads capitalized on the well-recognized voice of Sam Elliott and “Rodeo” music by Aaron Copland.

Print ads complemented the “enjoyment” campaign by motivating consumers to eat beef more often, concentrating on the visual appeal of beef with mouth-watering beef photography.Consumers seeing any of the ads are referred to the www.beefitswhatsfordinner.com Web site for beef recipes and information. The site is now receiving an average of 2,000 unique visitors a day.

This entire campaign won coveted national awards this past year, including the advertising industry’s most prestigious award, the gold Effie.Other winners of this award, which recognizes the most effective advertising campaigns, included IBM, Kellogg and Pepsi.

Along with being award-winning, the ads have been rated as highly effective in consumer research.Fifty-two percent of consumers who have not seen the ads say beef is “a food they would have a hard time giving up,” while 80 percent of those who HAVE seen the ads agree with this statement.In addition, 51 percent of those who have not seen the ads say “beef is expensive, but worth it,” but 62 percent of those who have seen the advertising believe this is true.

Nutrition Campaign Targets the Health Conscious

Meanwhile, nutrition print advertising helped set the record straight regarding beef’s nutritional profile.The ads ran 45 times in fiscal 2004, reaching 63 percent of health-conscious consumers 3.7 times.

Tracking results suggest the ads are clearly communicating and improving perceptions of beef’s nutritional value to those who have seen them.Seventy-four percent of consumers who have seen the nutrition print campaign say they “feel better about eating beef.”

Extensive radio advertising this summer also helped provide support to checkoff-funded retail promotion efforts.Spot radio in 45 major markets was tagged with retailer promotional information, and national radio advertising supported the key beef marketing holidays, Memorial Day and July 4th.

In addition, grilling issues of Parade and USA weekend reached 59 million consumers, featuring a mouth-watering hamburger and helping market a supply of ground beef that was larger due to the closing of export markets.

“The advertising campaigns are both attention-getting and effective,” says Jennifer Houston, a beef producer from Sweetwater, Tenn., and chair of the beef industry’s Joint Advertising Committee.“Through this advertising, the beef checkoff has allowed the industry to carve out a distinct and valuable identity for its product.Consumers are reacting positively, and that’s evident from the research that’s been done.”