2000 News Archive
BEEF INDUSTRY TO KICK OFF NATIONAL NUTRITION ADVERTISING BURST
DENVER, CO (December 22, 2000) -- The beef industry will once again run a national advertising burst of it`s "Beef. It`s What`s For Dinner" campaign in support of nutrition on cable and network television and in print starting January 1. The ads will be targeted to women ages 25-54, and be seen by more than 50 million women an average of 5.5 times during the month.
Coordinated by the National Cattlemen`s Beef Association for the Cattlemen`s Beef Board, the campaign reinforces the fact that women can feel good about eating and serving beef, because not only does it taste great, it has the nutrients she needs. The burst will precede a national burst that focuses on convenience in February.
"The timing of this burst coincides with the New Year, as many people are making resolutions during this time," according to Paige Miller, director of marketing communications for the National Cattlemen`s Beef Association. "Women in this age group need to understand that beef can fit wonderfully with balanced, healthy diets."
Consumers will see television spots on such cable networks as Food TV, Arts & Entertainment, Lifetime and Home & Garden. The ads will also appear on ABC`s "Good Morning America" and "All My Children", as well as syndicated programs such as "Martha Stewart Living", "Wheel of Fortune" and "Rosie O`Donnell".
The magazine effort will showcase beef`s nutrition message in 22 national magazines that will hit the newsstands in January, including Parents, Good Housekeeping, Health, Country Home, Cooking Light, Glamour, People and TV Guide.
Gallup research shows that efforts to improve consumer perception of beef have been successful. The percentage of consumers who believe that beef contains important nutrients has increased by 11 points since October 1999, while the percentage of consumers who believe the nutrients in beef are important to teens and children has increased by 10 points. And since last October, the percentage of consumers who believe beef is an important part of a balanced diet has increased by 9 percent.
Industry nutrition 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.
# # #
Producer-directed and consumer-focused, the National Cattlemen`s Beef Association is the trade association of America’s cattle farmers and ranchers, and the marketing organization for the largest segment of the nation’s food and fiber industry.