Autumn velez | December 23, 2019
The iconic brand continues to celebrate beef as Americans’ favorite protein by highlighting its great taste, nutritional benefits, and stories about the people who raise it
Two years after it was relaunched, the Beef. It’s What’s For Dinner. brand has had a reach of more than 1 billion consumers with drool worthy and informative digital marketing and social media content. Funded by the Beef Checkoff and developed by the National Cattlemen’s Beef Association (NCBA), the Beef. It’s What’s For Dinner. brand aims to inspire families to explore their culinary talents with nutritious and delicious beef, while connecting consumers with stories of the farmers and ranchers who raise real beef.
Today, the Beef. It’s What’s For Dinner. brand is reaching more consumers more frequently and more effectively than ever before. According to market research, when people are aware of Beef. It’s What’s For Dinner., they are more likely to eat beef more often and feel good about purchasing and preparing beef for their families
“For a brand to have a reach of more than 1 billion in today’s crowded marketing environment is a major milestone,” said Laurie Munns, a cattle rancher from Hansel Valley, Utah and Federation Division Chairman, at the National Cattlemen’s Beef Association. “This achievement also demonstrates the equity of the Beef. It’s What’s For Dinner. brand and its ability to continue to meet the needs of today’s discerning consumers. It’s clear that consumers want more information about beef’s great taste, its powerful nutrition profile and the hardworking farmers and ranchers that raise the beef they eat.”
Since the introduction of the Beef. It’s What’s For Dinner. brand more than 25 years ago, NCBA has continued to evolve marketing strategies and adapt to changing media landscapes. This evolution included a shift away from television advertising to focus on digital marketing efforts. Specifically, during the past two years, the Beef. It’s What’s For Dinner. brand has developed and executed several successful integrated digital marketing campaigns. A few highlights include:
Launched in October, this recent campaign from Beef. It’s What’s For Dinner. introduces consumers to the Beef Quality Assurance (BQA) program, a Beef Checkoff-funded voluntary program ensuring U.S. beef is produced under stringent animal care standards, resulting in safe, high-quality meat.
As consumers continue to have an interest in where their food comes, the nutrients it provides and how to prepare it in new and innovative ways, the Beef. It’s What’s For Dinner. brand will serve as an informative, convenient and mouthwatering resource. Thanks to these ongoing efforts, consumers can continue to feel good about choosing beef for the center of their plates.
About the Beef Checkoff
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen's Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.
About NCBA, a Contractor to the Beef Checkoff
The National Cattlemen’s Beef Association (NCBA) is a contractor to the Beef Checkoff Program. The Beef Checkoff Program is administered by the Cattlemen’s Beef Board, with oversight provided by the U.S. Department of Agriculture.