New Beef Checkoff Advertising Campaign Set To Launch

April 1, 2010 09:07 AM

Source: Beef Board


The national beef checkoff program will debut a new advertising approach in May that focuses consumer attention on specific cuts of beef and their taste and protein positives.


Called "Profiles,” the ad campaign will build on the popular "Beef. It's What's For Dinner” tagline.


"Profiles” will communicate that cuts such as T-bone and top sirloin not only taste great but are lean and powerful sources of protein too.


In creating the new theme, the beef board's advertising committee reviewed and discussed recent consumer market research, new print concepts and radio spot scripts.


 The "Profiles” campaign reinforces consumers' passion for the great taste of beef, while awakening their beliefs about beef's body benefits. Americans have a love affair with beef but traditionally hold back from choosing it because of nutritional concerns. Yet, beef provides 10 essential nutrients needed for a healthy, active lifestyle.


The campaign delivers against two drivers: the eating experience and how it fuels the body and drives a consumers' protein selection.


For more about the checkoff-funded advertising efforts, visit 

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