CENTENNIAL, COLO. – In May, the new “Beef It’s What’s For Dinner.” consumer advertising campaign is premiering with a focus on helping Americans become more familiar with the 29 lean cuts of beef. Featuring a “29 Lean Cuts. One Powerful Protein.” tagline, the new campaign will highlight the nutritional benefits and versatility of six lean beef cuts: t-bone steak, filet, top sirloin, strip steak, top round and 95% lean ground beef, according to the Beef Checkoff.

Sixty-three percent of all beef muscle cuts available at grocery stores and 15 of the top 20 most-popular beef cuts at the grocery store are lean. For more information on all 29 cuts, visit BeefItsWhatsForDinner.com.

“This campaign reinforces consumers’ passion for the great flavor beef provides, while helping consumers identify the variety of lean options beef offers,” said Weldon Wynn, rancher from Star City, Ark., and vice chair of the industry’s Joint Advertising Committee. Beef farmers and ranchers throughout the country direct the Beef Checkoff-funded “Beef. It’s What’s For Dinner.” campaign.

New print advertisements feature plated shots of beef with a homage to each cut’s personality. The t-bone advertisement zeroes in on a beauty shot of the steak and points out: “When all the steaks get together, they call this one boss.” The ad for the filet mignon, also called tenderloin, reassures consumers “mignon is just fancy talk for mouthwatering.”

Print ads will appear in monthly national magazines with an emphasis on food, health/fitness, parenting, lifestyle and men’s sports. Radio spots on nationally syndicated radio shows and satellite radio, combined with an outdoor advertising campaign in select markets, will follow after the print ads launch. Public relations, health professional outreach, social media and retail promotional efforts round out this integrated effort.

Sixty-nine percent of U.S. consumers say buying lean cuts of meat is the most important thing to consider when shopping for food.

The Beef Checkoff points out lean beef is an excellent source of protein, with a 3-ounce serving providing 51% of the recommended daily value in less than 180 calories. One 3-ounce serving of lean beef provides the same amount of protein as 1½ cups of beans, but with half the calories.

Most Americans are not over-consuming protein. The average American is consuming only 2.3 ounces of red meat each day – much less than the 5.5 ounces from the meat and beans group recommended by the 2005 Dietary Guidelines.

“Most Americans are surprised to learn there are 29 cuts of beef that qualify as lean. In fact, 70% of consumers are not aware one of their favorite steaks, the t-bone, is lean,” said Kim Essex, senior vice president for the National Cattlemen’s Beef Association, which contracts to manage advertising programs for the Beef Checkoff.