Why did the Beef Checkoff decide to
launch an updated version of its famed “Beef It’s What’s For Dinner”
advertising campaign?
Previously, the industry had split its
resources between two campaigns - one focusing on beef’s nutritional
profile and the other on consumer’s passion for beef. Consumer research
findings helped identify a single campaign that lives at the
intersection of what drives consumers’ protein selection: the eating
experience and how it fuels the body (Harris Interactive 2006). When
introduced to the new creative, consumers agreed beef was the only
protein that could make such a majestic and powerful statement and so
“Powerful Beefscapes” was born.
What was the
inspiration behind the latest tagline “Discover the Power of Protein in
the Land of Lean Beef”?
Americans are becoming more health conscious
in their everyday lives. One of the primary drivers behind consumers’
choice when selecting protein is how it fuels the body . With 29 cuts of
lean beef available, at only 179 calories per 3-ounce serving, beef is
an excellent and healthy source of protein that meets the needs of
today’s health- focused consumers.
Where can we look to find these new advertisements?
The new campaign will hit 86 percent of food
and health involved consumers across print and radio in 2008, with the
first print advertisement hitting the pages of Fitness magazine in the
February 2008 issue, and the first nationwide radio spot is scheduled to
break on January 21, 2008.
How
do Americans prefer to meet their protein needs?
Beef is the most preferred source of
protein1 and it is the number one protein served in restaurants. How do
you envision the new campaign affecting beef’s relationship with
consumers?
