A Snapshot of the Advertising Campaign for America’s Number One Protein

The Beef Checkoff Program Launches Powerful Beefscapes in 2008

The Beef Checkoff Program evolves its highly recognizable “Beef. It’s What’s For Dinner” campaign into Powerful Beefscapes, a bold, visually stunning creative that holds true to the brand’s core equities while inviting American consumers to “Discover the Power of Protein in the Land of Lean Beef.”

• Campaign will focus on the broad influential target of consumers who are both food and health involved.
• The new creative defines beef as a perfect fit for what drives consumers’ protein selection: the eating experience and how it fuels the body (Harris Interactive 2006).
• With an annual $15 million budget, the year-long campaign will reach 86 percent of food and health involved consumers covering national home, women’s, men’s, health/fitness and consumer interest books as well as via national radio waves beginning in January 2008.
• In addition to new print creative, a new radio voice will encourage consumers to “Discover the Power of Protein in the Land of Lean Beef.” The new voice embodies the personality of beef, and the radio continues to be tagged with the famed “Beef. It’s What’s For Dinner” tagline and Aaron Copland’s familiar “Rodeo” music.

The History Behind the Campaign: 1992-2007

With the creative guidance of Leo Burnett Advertising/Chicago, the beef checkoff’s agency of record, the “Beef. It’s What’s For Dinner” campaign was born and began its journey saturating television, print, radio and online media.

• The “Beef. It’s What’s For Dinner’ advertising campaign was initially launched in May 1992.
• The campaign has received a number of accolades and awards including:
         - 2006 Sappi Award
         - 2003, 2004, 2007 Advertising Effie
• The Beef Checkoff Program has made “Beef. It’s What’s For Dinner” one of the most recognizable taglines in advertising history as 88 percent of Americans instantly recognize it.