The next flight of advertising beef will begin in January and go into August, 2006.
Jennifer Houston, Chairman, Joint Advertising Committee says nutrition focused beef ads will appear in magazines targeted at health concious consumers ages 35 to 64 years, and will reach 72% of people in that targeted audience an average of 6.5 times during the campaign.
The magazines are Parents, Good Houskeeping, Bon Appetit, Weight Watchers, Shape, and Mens Health.
Messages of the ads are that 29 cuts of been now qualify as "lean", based on USDA nutrient data. That is up from 19 cuts previously qualifying.
Ads will dispel the notion that skinless chicken has nutritional superiority over beef.
Checkoff funded consumer research shows nutrition, especially the question of "leanness", is the number one barrier to keeping consumers sold on beef.
95% lean humburger is one of the 29 lean cuts, and will help to change the previous negative view of hamburger as "not lean".
Lean beef has three times more iron, six times more zinc, and eight times more vitamin B-12 than skinless chicken breast.
Al Svagr, Cozad, NE, chairman of the CBB says "we want people to know that the beef they love can be ggood for them, too".
Sounds like the ads will have some humor, as that is a successful means of grabbing attention and putting the desired message across.
The new "healthy Beef Cookbook, produced in collaboration between the Beef Checkoff and the American Dietitics Assoc. (ADA), showcases healthy beef in 130 recipes and is sold in bookstores nation-wide. I have had several "city" people complain of the small selection of beef cookbooks available, so this is getting to an undersupplied market, IMO.
MRJ
Jennifer Houston, Chairman, Joint Advertising Committee says nutrition focused beef ads will appear in magazines targeted at health concious consumers ages 35 to 64 years, and will reach 72% of people in that targeted audience an average of 6.5 times during the campaign.
The magazines are Parents, Good Houskeeping, Bon Appetit, Weight Watchers, Shape, and Mens Health.
Messages of the ads are that 29 cuts of been now qualify as "lean", based on USDA nutrient data. That is up from 19 cuts previously qualifying.
Ads will dispel the notion that skinless chicken has nutritional superiority over beef.
Checkoff funded consumer research shows nutrition, especially the question of "leanness", is the number one barrier to keeping consumers sold on beef.
95% lean humburger is one of the 29 lean cuts, and will help to change the previous negative view of hamburger as "not lean".
Lean beef has three times more iron, six times more zinc, and eight times more vitamin B-12 than skinless chicken breast.
Al Svagr, Cozad, NE, chairman of the CBB says "we want people to know that the beef they love can be ggood for them, too".
Sounds like the ads will have some humor, as that is a successful means of grabbing attention and putting the desired message across.
The new "healthy Beef Cookbook, produced in collaboration between the Beef Checkoff and the American Dietitics Assoc. (ADA), showcases healthy beef in 130 recipes and is sold in bookstores nation-wide. I have had several "city" people complain of the small selection of beef cookbooks available, so this is getting to an undersupplied market, IMO.
MRJ