New Sound of Beef Ready to Hit Radio Airwaves

Seven checkoff-funded radio ads have been produced nationally and are being offered to state beef councils and others who wish to place them on radio stations in their areas.  The ads feature the three primary broadcast elements that consumers have come to recognize: Sam Elliott’s voice, Aaron Copland’s Rodeo music and the “Beef. It’s What’s for DinnerÒ” tagline.

Using Sam Elliott’s distinctive voice inflection, the ads focus on the enjoyment people have when they eat beef.  Other radio spots that feature grilling, produced for the summer advertising campaign, are also still in use.

The spots were produced on behalf of the Cattlemen’s Beef Board and state beef councils by the National Cattlemen’s Beef Association (NCBA).

“We produce these spots on behalf of those state beef councils that regularly utilize radio in their advertising strategies,” according to Linda Joy Stovall, a Beef Board member and producer from El Campo, Tex., and chair of the industry’s Joint Advertising Subcommittee.  “We have found that it’s the state councils, controlling half of every dollar collected on behalf of the beef checkoff, that can most effectively place these spots.  Producing them nationally is more efficient, and allows everyone to use the same valuable equities the industry has established in its ‘Beef. It’s What’s For Dinner’ campaign.”

Stovall noted that more than half of the state beef councils utilize radio advertising in this manner. 

Industry advertising and promotion programs are funded by beef producers through their $1-per-head checkoff and are produced 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. This 110-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.