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New “Beef. It’s What’s For Dinner” Ads on the Web

May 15, 2012

Source: Cattlemen's Beef Board

Two new checkoff-funded "Beef. It’s What’s For Dinner" online video commercials will be making their world debut this week.


The first spot, called "Island," is full of sizzle and a beauty shot that brings our hero -– beef -– to life. The intended message –- that lean beef has the power to elevate the everyday -– comes through in a clear and engaging way. 

"We know people miss seeing beef commercials on television, but our checkoff dollars don’t buy what they did 25 years ago," says Dan Hinman, vice chair of the checkoff’s advertising committee and a feeder/stocker from Emmett, Idaho. "We know that consumers are watching TV, but now there’s an online element to that experience. We know consumers are engaged with their normal TV programming by visiting websites after the show is over, following Twitter feeds during the show, and friending their favorite show’s Facebook page. That’s why the advertising committee recognized and supported the need to have a presence online as an extension of the current checkoff print advertising."

The second spot, called "Invitation," features a new child star who convincingly and earnestly conveys the message about beef. The spot’s message -– that lean beef has the power to bring people together –- is a feel-good message that will surely resonate well with consumers. Both 30-second and 45-second versions were developed. The 30-second spot will be used on and the 45-second version will be used on social media sites (Facebook, Twitter, YouTube, etc.).

The new commercials can be seen on throughout the top 10 ABC Network programs that score high with adults age 25 to 54. Programming will include such shows as: The Bachelorette, Castle, Grey’s Anatomy, Happy Ending, Last Man Standing, Modern Family, Once Upon a Time, Private Practice, Revenge and Suburgatory. The two spots will also be shown via a two-month-long sponsorship of the "Moments" sections of Modern Family and The Bachelorette, a popular feature on

"We hope to generate at least 10 million U.S. impressions via and Hulu," says Hinman. "Cutting through the clutter of what consumers see online and on TV is a challenge, but we feel that these two commercials will really have a positive impact for the image of beef."

For more information about your beef checkoff investment, visit

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RELATED TOPICS: Beef, Consumer Demands

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