Beef Checkoff launches new campaign
April 23, 2013
by Meat&Poultry Staff
WASHINGTON – The beef checkoff's new consumer advertising campaign will feature new recipes, nutrition facts and a celebrity voice that will bring the "Beef. It's What's For Dinner." tagline to a new target audience.
“This campaign builds upon the core benefits that only beef offers — its great taste and 10 essential nutrients,” said Cevin Jones, chair of the checkoff’s Domestic Consumer Preference Committee. “While most folks just look at beef for its sizzle or great flavor, it’s made up of more than that. Its nutrients are what make it the most powerful protein and what makes beef above all else.
“It doesn’t hurt that the voice delivering the message on the other side of the radio epitomizes health and sizzle too,” Jones added.
Actor Garrett Hedlund will star in the campaign's radio spots. He made his film debut starring opposite Brad Pitt in Troy. He also starred in Tron Legacy with Jeff Bridges, and Country Strong with Gwyneth Paltrow. The Roseau, Minn. native spent his early years on a cattle operation.
“I’m proud to represent America’s farmers and ranchers,” Hedlund said. “I grew up on my father’s cattle operation, so I’m right at home as the new voice of beef.”
The new “Above All Else” campaign is targeted toward older millennials and Gen-Xers, aged 25 to 44, who care about food and nutrition.
Print advertisements will appear in monthly national magazines with an emphasis on food, health/fitness, parenting, lifestyle and men’s sports. The campaign also will appear across an array of digital platforms, such as 22 tablet versions, online radio stations (e.g., Pandora), video websites (e.g., Hulu), social networking sites (e.g., Facebook) and popular recipe websites (e.g., AllRecipes.com).
State Beef Councils will participate by extending the campaign through print, radio, digital, in-person promotions, sporting events and outdoor advertising among other formats. Additionally, the checkoff will implement public relations, health professional outreach, social media and other promotional efforts as part of the promotion.