Checkoff News
Beef Checkoff Launches New Advertising Campaign
June 23rd, 2010
AUSTIN, TX - The beef checkoff recently launched a new consumer advertising campaign in efforts to motivate consumers to choose beef more often by delivering compelling and surprising information that there are 29 lean cuts of beef. In partnership, the Texas Beef Council (TBC) works to funnel the national campaign into state-specific checkoff program areas ensuring Texans act on their passion for beef, while learning it's a healthy protein choice.
"The new advertising campaign brings it all together for the consumer," said Linda Bebee, TBC vice president of domestic marketing. "It reinforces consumers' passion for the great taste of beef while letting them know the beef they love is good for them, too."
The initial launch of the "Profiles" print campaign features six lean cuts including T-bone steak, tenderloin, top loin, top sirloin, top round and 95 percent lean ground beef. Visually, each "Profiles" ad centers on a plated shot of beef with healthy sides, illustrating how beef can be part of a healthy, wholesome and delicious meal that pairs well with fruits and vegetables and whole grains. Each cut has its own story to tell - from quick and simple cooking steps to healthy and delicious meals.
Beef producers around the country played a significant role in developing and shaping this new print campaign. The national Joint Advertising Committee, led by beef producers, was engaged in every step of the new campaign development from focus group involvement to choosing the beef cuts to showcase in the print ads.
"The new print advertising will appear in 23 national magazines such as Cooking Light, Parenting, Better Homes & Garden, Men's Health and Family Circle," said Crawford Edwards, Joint Advertising Committee member and past TBC board chairman. "Extensive consumer research was conducted on several possible campaign concepts and 'Profiles' out performed all others time and time again. We're excited for consumers to see the new ads and learn more about the beef they love and the positive nutritional benefits it offers."
The new "Profiles" campaign continues to build on the legacy of the highly recognizable "Beef. It's What's for Dinner." tagline. The campaign will include print advertisements, radio spots and will be integrated throughout various checkoff program areas.
For more information on this and other checkoff-funded programs, please visit www.TexasBeef.org or call 1-800-846-4113.
"The new advertising campaign brings it all together for the consumer," said Linda Bebee, TBC vice president of domestic marketing. "It reinforces consumers' passion for the great taste of beef while letting them know the beef they love is good for them, too."
The initial launch of the "Profiles" print campaign features six lean cuts including T-bone steak, tenderloin, top loin, top sirloin, top round and 95 percent lean ground beef. Visually, each "Profiles" ad centers on a plated shot of beef with healthy sides, illustrating how beef can be part of a healthy, wholesome and delicious meal that pairs well with fruits and vegetables and whole grains. Each cut has its own story to tell - from quick and simple cooking steps to healthy and delicious meals.
Beef producers around the country played a significant role in developing and shaping this new print campaign. The national Joint Advertising Committee, led by beef producers, was engaged in every step of the new campaign development from focus group involvement to choosing the beef cuts to showcase in the print ads.
"The new print advertising will appear in 23 national magazines such as Cooking Light, Parenting, Better Homes & Garden, Men's Health and Family Circle," said Crawford Edwards, Joint Advertising Committee member and past TBC board chairman. "Extensive consumer research was conducted on several possible campaign concepts and 'Profiles' out performed all others time and time again. We're excited for consumers to see the new ads and learn more about the beef they love and the positive nutritional benefits it offers."
The new "Profiles" campaign continues to build on the legacy of the highly recognizable "Beef. It's What's for Dinner." tagline. The campaign will include print advertisements, radio spots and will be integrated throughout various checkoff program areas.
For more information on this and other checkoff-funded programs, please visit www.TexasBeef.org or call 1-800-846-4113.
--30--
 |
Beef Checkoff Launches New Advertising Campaign (143.36 KB) |
