Beef Television, Print Advertising has Major Appeal to Consumers

DALLAS (July 25, 2003) – If you can finish the sentence “Beef. It’s What’s …”, then you’re like most consumers. 

And research shows that current advertising for the checkoff-funded “Beef. It’s What’s For Dinner” program is having similar success.  In fact, about 87 percent of consumers recognize the new “Beef. It’s What’s For Dinner” ads, which is 20 percent more than recognize chicken advertising.

These and other statistics were shared with cattle producers during the 2003 Cattle Industry Summer Convention in Dallas July 22-26.  The advertising is funded by America’s beef producers through the beef checkoff, which is administered by the Cattlemen’s Beef Board.  It is coordinated on behalf of the Beef Board and state beef councils by the National Cattlemen’s Beef Association (NCBA).

Both current print and television advertising are appealing to consumers.  Research shows that 86 percent of those surveyed found that television ads “made them interested,” and 77 percent said they “watch it closely – it’s appealing advertising.”  The television advertising features the well-known “Rodeo” music, as well as voice-over by Sam Elliott.

Sixty-seven percent of those surveyed said the print advertising, which complements the television, made their “mouth water.”  It was found interesting by 90 percent of respondents, and 86 percent said it was “different from other advertising.”  The print ads feature clever headlines and attractive, full-page beef photography.

These enjoyment ads fuel already strong passion for beef, the research showed.  Beef is “a food I really enjoy,” according to 87 percent of those who saw the ad, compared with 74 percent of those who didn’t see it.

Furthermore, it appears that those who saw the advertising will be more likely to buy and spend more on beef.  Forty-seven percent of those surveyed who had not seen the ads said beef was “expensive but worth it,” while 63 percent of those who had seen the ads expressed the same sentiment.  Seventy-two percent of those seeing the ads thought beef was “the best protein,” vs. 48 percent of those who had not seem them.

According to Kim Lundgren, director of Hall and Partners USA, Inc., which conducted the research, the results were significant.  “Many of the results from the “Beef. It’s What’s For Dinner” advertising campaign are stronger than we typically see, especially when it comes to its ability to break through and brand the product,” Lundgren says.

“We’re pleased to see that this checkoff effort is having such an impact on consumers,” says Linda Joy Stovall, a Texas beef producer and chairman of the Joint Advertising Committee.  “These results not only show how much consumers like beef, but how valuable it is for us to remind them of that fact.”

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Beef industry promotion, information and research projects are funded in part by beef producers through their $1-per-head checkoff program and are managed for the Cattlemen's Beef Board and state beef councils by the National Cattlemen's Beef Association. The national beef checkoff is administered by the Cattlemen's Beef Promotion and Research Board, subject to USDA approval. This 108-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.