Checkoff-Funded Summer Advertising Takes Off

DENVER (May 5, 2004) – With warmer weather and the beef grilling season just around the corner, America’s beef producers are kicking off the summer with an aggressive advertising campaign that includes radio, print and television ads.

The outreach is made possible by America’s beef producers and their $1 per head checkoff. It is managed for the Cattlemen’s Beef Board and state beef councils by the National Cattlemen’s Beef Association (NCBA).

Checkoff-funded nationwide television advertising began April 26. Two commercials will be broadcast on both cable and network television nearly 650 times through May 24. The goal of the two commercials is to fuel the passion consumers have for beef.

The television ads are partnered with extensive print advertising that will run in consumer publications such as Good Housekeeping, Sports Illustrated and Southern Living. The ad campaign will reach 93 percent of the adult target audience an average of 11.5 times during the year.

Radio advertising returns to support the summer grilling promotion. All ads feature Sam Elliott’s voice and the music of “Rodeo,” as well as the highly recognized “Beef. It’s What’s for Dinner®” tagline.

A radio promotion with retailer tags will air in the top 44 consumer markets nationwide and provide retailers in local markets with the opportunity to tag ads with their beef program.

Coupons for $1 off beef with the purchase of A.1. Steak Sauce or Marinade will run in newspapers with a circulation of more than 42 million on both May 16 and June 20. In addition, a radio promotional contest will run in 45 major markets inviting consumers to recall the headline in the newspaper ad.  The radio promotion will conclude with the selection of a winner in each market the day after the newspaper ad appears. The winners of this promotion will receive a gas grill and money to purchase beef this summer.

Supplemental Summer Advertising

New summer beef checkoff-funded radio and print advertising will be added to existing national consumer advertising and summer grilling promotions to address potential increased beef supplies caused by closed export markets for U.S. beef.

National network radio advertising will air prior to two major summer holidays: Memorial Day and Independence Day.  In addition, print advertisements will run in grilling issues of the popular Sunday newspaper supplements, USA Weekend and Parade. 

Nutrition Advertising

The nutrition print campaign continues to highlight beef’s nutritional benefits to consumers.  It does this by using government data in a series of ads to illustrate how lean beef compares favorably to skinless chicken breast in terms of providing essential nutrients including zinc, iron and protein. Sixty-three percent of health-conscious adults will be reached nearly four times this year through this campaign.

In May nutrition advertising will run in magazines such as Bon Appetit, Fitness, Golf, Men’s Health and Runner’s World.

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