CENTENNIAL, COLO. — In May, the beef checkoff plans to launch a new consumer advertising campaign called Profiles, which is intended to motivate consumers to choose beef more often by delivering compelling and surprising information that there are 29 lean beef cuts.

“Not only does it help consumers get more familiar with the 29 lean beef cuts, it builds upon the power of lean beef protein messaging momentum,” said Terri Carstensen, producer from Odebolt, Iowa, and chair of the checkoff’s Advertising Committee. “Sixty-six percent of all beef muscle cuts sold at retail are lean, and research shows that consumers say buying lean cuts of meat (69%) is the most important thing when shopping for food.”

Six lean cuts will have a starring role in the initial launch of the Profiles campaign, including T-bone steak, tenderloin, top loin, top sirloin, top round and 95% lean ground beef. Visually, each Profiles ad will center on a plated shot of beef with healthy sides, helping to show how beef can be part of a healthy, wholesome and delicious meal that pairs well with fruits and vegetables and whole grains. And each cut has its own story to tell — from quick and simple cooking steps to healthy, delicious meals.

“Americans have a love affair with beef, but traditionally hold back from choosing it because of nutritional concerns,” Ms. Carstensen said. “Yet, beef provides 10 essential nutrients needed for a healthy, active lifestyle. The new campaign delivers against two drivers: the eating experience and how it fuels the body drives a consumers’ protein selection.”

Beef producers throughout the U.S. have played a significant role in developing and shaping this new print campaign. Led by beef producers, the Joint Advertising Committee was engaged in every step of the new campaign development from focus group involvement, identifying the best campaign to pursue to choosing the beef cuts to showcase in the print ads.

The new Profiles checkoff campaign continues to build on the heritage of the “Beef. It’s What’s For Dinner.” tagline. The campaign will include print advertisements, checkoff radio spots and State Beef Council extension opportunities.