The retooling of the “Beef. It’s What’s for Dinner” campaign has been “Nicely Done” by the Beef Checkoff.
Reintroduced last October, the “Beef. It’s What’s for Dinner” campaign got an update to meet the needs of a 21st century audience after debuting in 1992.
“We relaunched the brand to make it more relevant for today’s consumer,” says Alisa Harrison, Senior Vice President, Global Marketing & Research for the National Cattlemen’s Beef Association (NCBA), a contractor for the Beef Checkoff.
The newly retooled campaign features advertisements geared towards social media users and online streaming. While no longer featuring the iconic voices of Hollywood actors like Robert Mitchum and Sam Elliot, the campaign celebrates 25 years with the popular theme music “Hoe-Down” by composer Aaron Copland.
Within the campaign is the theme “Nicely Done, Beef” which makes hilarious callouts to diet trends like protein shakes or that “short ribs deserve a short ad.” Commercials range in length from six seconds for sites like YouTube to a traditional 30 second ad for streaming services.
There are meme type advertisements for social media that include pictures of prepared beef with funny taglines or dietary facts. For instance, “Nicely done, beef. You sculpt muscles better than Michelangelo.”
“It’s a tongue in cheek approach that uses a lot of humor. It is a little more edgy than what producers have seen in the past,” Harrison says.
“Rethink the Ranch” is another component of the rebranding that has put the focus on the people who produce beef. Videos and sponsored online articles are helping tell the story of what it takes to get beef from pasture to plate.
“Using the faces of beef from the people who produce beef and making them front in center is really starting to pay off. Consumers are responding well and we’re seeing attitude changes because of these ads,” Harrison says.
The campaign has even included sponsoring athletes like Idaho rancher Lance Pekus, aka Cowboy Ninja, who competes on the popular television show American Ninja Warrior.
“We’re leveraging all the assets that beef has including the people who raise it, the protein that it provides and taste,” Harrison says. All of the new video advertisements can be found on the YouTube page for Beef. It’s What’s For Dinner.
For more on the beef checkoff campaign watch the video interview above with Harrison.