New Ad Campaign launches during Beef Month

April 28, 2010 in Advertising, Agriculture, Branding, Lessing-Flynn, Marketing
Tags: beef check off, beef checkoff board, beef it's what's for dinner, Bellana Putz, bethany ridge angus, Better Home & Garden, Bon Appetit, certified hereford beef, Cooking Light, Country Living, ebersole cattle, ESPN Magazine, Every Day with Rachael Ray, Fareway, Food Network Magazine, Men’s Health, parenting, riesbeck's

Mmmmm, with spring comes the aroma of backyard grilling and the savory flavors of beef burgers and t-bone steaks on my grill. And while this menu is a staple in my house pretty much year around, the Beef Checkoff board is launching a consumer ad campaign during the month of May. Incidentally, May is also known to be “Beef Month” as well.

Interestingly enough, as a beef producer I personally help pay for this promotion along with every other beef producer in the nation.  You see all producers  by law, must pay $1 per head  for importing or selling cattle or calves, for any reason and regardless of age or sex.  The “beef check off ” as it’s commonly known to beef producers supports beef promotion, research and new product development, and a variety of marketing tools.  You may remember hearing or seeing their tagline in previous marketing campaigns “Beef. It’s what’s for dinner” along with its coined background music.

The new campaign is called “Profiles” – designed to encourage consumers to choose beef more often by informing them about the 29 different lean beef cuts.  Each ad will remind us about the value and benefits of lean protein.  Look for the creative starting in June issues of these publications including Bon Appetit, Cooking Light, Food Network Magazine, Every Day with Rachael Ray, Men’s Health, ESPN Magazine, Better Home & Gardens, Country Living and Parenting, among others.

So if you don’t have a freezer full of beef from a nearby grower like Bethany Ridge Angus or  Ebersole Cattle, or haven’t visited your local meat counter at Fareway or to Riesbeck’s go purchase some today.  And while you’re at the meat counter, look over the selections as you might find locally grown and branded beef along with nationally certified brands such as Certified Hereford Beef.  Just make sure you buy plenty as your neighbors might sniff you out!

Author: Bellana Putz
www.lessingflynn.com
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