New Integrated Beef Advertising Campaign Starts Next Week

A checkoff-funded advertising campaign that focuses on the enjoyment consumers find in beef hits magazines and television beginning next week.  The $13.4 million campaign aims its messages to consumers aged 25-54, capitalizing on the well-recognized voice of Sam Elliott, the “Rodeo” music by Aaron Copland and the “Beef. It’s What’s For DinnerÒ” theme.

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

Research conducted after completion of the television commercials indicates consumers find the spots extremely appealing, unique, attention grabbing and memorable.  It suggests the commercials are highly effective in creating the anticipation for eating beef.   

January 13 will kick off a four-week flight of ads.  It will be followed by a three- to four-week flight in March and another in May.  Network television will carry the ads on programs such as “Judging Amy,” “Touched by an Angel,” “The Guardian” and “West Wing.”  Cable stations such as the Food Channel and Lifetime also will feature the advertising, as will syndicated programs including “Home Improvement” and “Everybody Loves Raymond.”

While the television advertising will create anticipation for enjoying beef, print ads act to motivate consumers to eat beef more often, concentrating on the visual appeal of beef with mouth-watering photography that shows beef dishes consumers will crave.  Consumers seeing either the magazine or television ads will be referred to a new Web site, www.beefitswhatsfordinner.com, for special beef recipes and information. 

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

Radio advertising featuring Sam Elliott exclusively as narrator and the Copland “Rodeo” music was produced nationally for use by state beef councils, many of which are running the commercials extensively in their areas.  State beef councils collect the $1-per-head checkoff in their states and control half of the funds they collect.

In mid to late summer a national print nutrition element will be added to the campaign.  The nutrition component is intended to reduce the barriers some consumers have to beef consumption due to perceived nutrition issues.

“By integrating all of our advertising programs, we’re maximizing the potential effectiveness,” said Linda Joy Stovall, a beef producer and Beef Board member from El Campo, Tex., and chair of the industry’s Joint Advertising Committee.  “Furthermore, research we’ve conducted shows the commercials will be well-received by consumers.  Careful planning and convincing execution should make this a very successful campaign.”

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.