1999 News Archive
NEW AD STRATEGY TO EXTOL NUTRITIONAL PROPERTIES OF BEEF
CHICAGO (December 22, 1999) – A major checkoff-funded consumer promotion program for beef becomes more extensive in January, as the "Beef. It's What's For Dinner®" campaign adds information about beef's nutrition to an already-successful convenience message. The nutrition component of the campaign, which promotes beef's iron, zinc, protein and B-vitamins, will reach 91 percent of the target audience of women ages 25-54 nearly nine times in 2000 through a magazine advertising strategy.
The nutrition print plan launches Jan. 2, 2000 with an ad in Parade magazine. Nearly 54 million women will see the ads appearing in Parade, People, Health, Cooking Light, Good Housekeeping, Better Homes & Gardens, Family Circle and other key national magazines. A total of 84 insertions in 36 different magazines will carry the message that today's busy moms have nutrition needs that can be met by beef.
In addition to the nutrition component, the "Beef. It's What's For Dinner®" campaign will contain a convenience message in national television "bursts" in February, March and, to coincide with back-to-school, September. Along with these bursts, "Beef. It's What's For Dinner®" television ads with a nutrition message are planned for the start of grilling season and summer. The total media plan, part of a $30 million integrated marketing effort, will reach 97 percent of the target audience, or 56 million women ages 25-54.
State beef councils will supplement national television and magazine advertising with local print and radio ads. To further extend the effort, the national retail marketing program will coordinate with several state beef councils to enhance convenience advertising by building awareness and trial of heat-and-serve beef entrees in eight key markets during one burst period next year.
"This is the most comprehensive consumer promotion campaign the industry has ever conducted," according to Paul Genho, a beef producer from Kingsville, Tex., and chairman of the beef industry's Consumer Marketing Group. "At the same time, it's targeted to specific consumers -- active moms ages 25-54 -- that have an enormous impact on our success. By providing both the convenience and nutrition messages to this audience, we can add to the momentum that beef currently has in the marketplace."
Bob Schmidt, a beef producer from Greenback, Tenn., and chairman of the industry's Communications Group, agrees. "One reason we've seen a strengthening in beef demand is that people are finding beef products that meet both their convenience and nutritional needs," Schmidt says. "Our strategy for 2000 is to reinforce the good news about beef to consumers while continuing to move the industry in ways that address consumer needs and wants."
A separate ad campaign in health professional journals is highlighting beef's nutritional benefits to dietitians, family physicians, nurse practitioners, obstetricians, gynecologists and physician assistants. These professionals are crucial in influencing mom's nutritional decisions.
According to Schmidt, the nutrition component was added to the advertising campaign because the value of including beef in the diets of busy moms is not always recognized. Government research shows that 62 percent of women over the age of 20 are not meeting their needs for iron, 83 percent are not meeting needs for zinc, 29 percent are not meeting needs for B12 and 64 percent are not meeting needs for B6. A 3-ounce serving of beef supplies more than 10 percent of the Daily Values for these nutrients for less than 10 percent of the calories in a 2,000 calorie diet.
"Good nutrition sometimes takes a backseat in today's hectic lifestyles," says Schmidt. "Beef has a wonderful nutrition story to tell, and by showing that it can be convenient as well we're creating a one-two punch that should further increase demand for our product."