Popular Beef Ad Campaign to be Featured Again

Recognized by consumers and advertising critics alike, beef print and television advertising will be showcased again in March on major networks and in leading consumer magazines.

The checkoff-funded advertising campaign focuses on the enjoyment consumers find in beef.  The $13.4 million campaign aims its messages to consumers aged 25-54.  On television and radio, the ads capitalize on the well-recognized voice of Sam Elliott and the “Rodeo” music by Aaron Copland.  All ads feature the “Beef. It’s What’s For DinnerÒ” theme.

The goal of the campaign is to fuel consumer passion for beef and encourage consumption of more beef meals.  It is coordinated for the Cattlemen’s Beef Board and state beef councils by the National Cattlemen’s Beef Association (NCBA).

In January, the television ads were rated Number 4 nationally on the AdCritic.com Web site.  The television spots feature beef both in home and restaurant settings.

The next three-week television flight begins the week of March 10 and runs through the week of March 24.  Prime-time network television will carry the ads on programs such as “Jag,” “Touched by an Angel” and “The Inlaws.”  Cable stations also will feature the advertising, as will syndicated programs.

While television advertising creates anticipation for enjoying beef, print ads motivate 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 a new Web site, www.beefitswhatsfordinner.com, for beef recipes and information. 

Consumers have especially embraced the new humorous magazine ads.  “I found myself laughing out loud at your Space Aliens ad in this week’s Sports Illustrated,” wrote one.  “I went to your website and quickly found a recipe for Asian Beef Salad that looks wonderful… I plan to try it this weekend.”

The ad features luscious-looking beef t-bone steaks, with the caption “Why Space Aliens Steal our Cows.”

Magazine ads are appearing in publications such as Sports Illustrated, Better Homes and Gardens, Family Circle, People, TV Guide, Bon Appetit, Parenting and others. 

Some state beef councils are utilizing the “Space Alien” material for billboard advertising.  In addition, many state councils are placing nationally-produced radio spots on stations in their areas.  State beef councils collect the $1-per-head checkoff in their states and control half of the funds they collect.

Linda Joy Stovall, a beef producer and Beef Board member from El Campo, Tex., as well as the chair of the industry’s Joint Advertising Committee, says the various elements of the campaign are designed to work together to optimize effectiveness and efficiency.

“Every type of advertising we use has specific benefits in reaching consumers,” says Stovall.  “By combining their use, we’re taking full advantage of the various media and making the best utilization of checkoff dollars.”  

During the course of the 2003 campaign, more than 92 percent of adults in the target audience will be reached by the advertising an average of 13 times.  On average, the advertising will reach consumers for less than a penny a person.