The popular “Beef. It’s What’s For Dinner” advertising campaign will reappear this month on radio and in magazines, providing mouth-watering appeals to consumers to make beef their first meal choice.  According to Paige Miller, executive director of advertising for the National Cattlemen’s Beef Association, the checkoff-funded advertising will have a broad reach.

Cut #1         :16          Outcue: "...throughout the year."

Miller says research shows recent “Beef. It’s What’s for Dinner” ads have been effective.

Cut #2         :33          Outcue: "...and the Rodeo music."

The consumer research numbers on advertising effectiveness and the popularity of beef are impressive. 

Cut #3         :13          Outcue: "...be attached to beef."

Miller says research also shows that consumers have a passion for beef.  This passion was taken into consideration as new creative elements of the 2006 advertising program were being developed.

Enjoyment advertising efforts are conducted on behalf of the Cattlemen’s Beef Board by the NCBA.  The Beef Checkoff Program is administered by the Beef Board, with oversight provided by the U.S. Department of Agriculture.

The national Beef Checkoff Program is administered by the Cattlemen’s Beef Promotion and Research Board, a group of 108 beef producers appointed by the Secretary of Agriculture.  They represent producers from coast-to-coast and volunteer their time to help identify programs that can help increase beef demand.  The checkoff was created in the 1985 Farm Bill, with oversight provided by the U.S. Department of Agriculture. The checkoff assesses $1 per head on the sale of live domestic and imported cattle and a comparable assessment on imported beef and beef products. States retain up to 50 cents on the dollar and forward the other 50 cents to the Cattlemen’s Beef Board, which administers the national checkoff program, subject to USDA approval.