New Beef Ads

[Sandhusker]

KEARNEY, Neb. — A new national beef marketing campaign featuring "beefscapes," photographs of beef that resemble beautiful natural places, has begun with publication in Fitness magazine.

It is the first time the public has seen any of the seven images branded with the beef checkoff logo and carrying the new theme "Discover the Power of Protein in the Land of Lean Beef." Ads will be published in other national magazines starting in mid-January.

"It's cutting edge," Nebraska Beef Council Executive Director Ann Marie Bosshamer of Amherst, Neb., said last month when describing the 2008 ad campaign to Beef Council directors at a meeting in Kearney. "There's nothing like it out there."

State beef councils will use the images on billboards. The Nebraska council has two in Omaha.

In mid-January, they also will use campaign components on Web sites, radio and TV. Bosshamer said the trademark "Beef, It's What's for Dinner" slogan will continue, and the signature "Rodeo" music has been freshened to fit the mood of the new ads.

National radio ads will feature a new mystery-for-now celebrity voice replacing Sam Elliott as narrator.

Bosshamer said Elliott was dropped as the "voice" of beef advertising because he now narrates ads for several other products. "He's not really ours anymore," she said.

There are concerns that the new ads are too soft for rural radio stations playing country music, so state councils might use alternative ads in some markets, she added.

The new campaign designed by the Leo Burnett advertising agency is funded by beef checkoff dollars and coordinated by the National Cattlemen's Beef Association. Bosshamer said the association annually spends about $14 million on developing and placing ads.

Who is the target audience? "It's the singles. It's the boomers. And the gatekeepers," meaning people who make or influence food-buying decisions, Bosshamer said.

 

[RobertMac]

Here is the problem with this ad ...
"Discover the Power of Protein in the Land of Lean Beef"

The basis of value in beef production is based on the amount of FAT...the more fat, the higher the price...select vs. prime. Intelligent consumers(the ones that make enough money to afford beef) will see this ad as disingenuous and you will lose their trust.
Second problem, fat is where most of the good stuff(vitamins and minerals) are in meat. More fat also makes beef more palatable. The grassfed industry has been down this road and the more progressive producers are trying to put more fat own our cattle to produce a gourmet product.
The real problem is that the medical community, dieticians, and media have brain washed consumers into wrongly believing that fat makes them fat. That is a lie based on flawed studies since the mid 1960s. The fact is that we have the most nutrient dense and health benefiting food the consumer can eat!!! Why not put out ads promoting the FACTS about beef and exposing the lies being told about OUR product!!!!!!!!!!!!!!!!!! That will take a lot of courage and I don't see it at CBB or NCBA!!!!

 

[katrina]

Here is the problem with this ad ...
"Discover the Power of Protein in the Land of Lean Beef"

The basis of value in beef production is based on the amount of FAT...the more fat, the higher the price...select vs. prime. Intelligent consumers(the ones that make enough money to afford beef) will see this ad as disingenuous and you will lose their trust.
Second problem, fat is where most of the good stuff(vitamins and minerals) are in meat. More fat also makes beef more palatable. The grassfed industry has been down this road and the more progressive producers are trying to put more fat own our cattle to produce a gourmet product.
The real problem is that the medical community, dieticians, and media have brain washed consumers into wrongly believing that fat makes them fat. That is a lie based on flawed studies since the mid 1960s. The fact is that we have the most nutrient dense and health benefiting food the consumer can eat!!! Why not put out ads promoting the FACTS about beef and exposing the lies being told about OUR product!!!!!!!!!!!!!!!!!! That will take a lot of courage and I don't see it at CBB or NCBA!!!!

:agree:

 

[MO STOCKER]

New mystery voice sounds to me like Mathew McConnahay (sp)

 

[Anonymous]

Heres NCBA using my checkoff dollar again to advertise their phony organization....The thing old Maxine keeps saying they don't do....

Why can't the Beef Checkoff Board make their own announcement :???:

Beef News
Beef Checkoff launches new advertising campaign

By Janie Gabbett on 1/8/2008 for Meatingplace.com




The National Cattlemen's Beef Association announced a new Beef Checkoff Program advertising campaign that lauds beef's nutritional value and consumers' taste for it through a variety of media placements.

With a budget of roughly $15 million, the campaign encourages Americans to
"Discover the Power of Protein in the Land of Lean Beef" and plans to reach 86 percent of the consumer target via radio, billboards and 39 national consumer magazines in 2008.

The first print advertisement will hit the pages of Fitness magazine's February issue and additional consumer magazines, such as Cooking Light, People and Parents, soon thereafter.

New national radio spots will begin airing January 21st. The campaign change will be signaled by a new and distinct campaign voice that the Checkoff said embodies the qualities unique to beef: passion, protein and strength. The famed "Beef. It's What's for Dinner" tagline and Aaron Copland's familiar "Rodeo" music will remain a part of the campaign.

Visit www.BeefItsWhatsForDinner.com to view each of the print ads, new corresponding recipes and hear the new radio advertising.

http://www.meatingplace.com/MembersOnly/webNews/details.aspx?item=19564

 

[mrj]

OT, the federation of state beef coucils division of NCBA has a CONTRACT with the CBB, does the work, and is responsible for telling cattle producers what is being done with their checkoff dollars. Doing that via press releases in ag publications which can be picked up by anyone, BTW) obviously is the most effective means of getting the message to producers.

mrj

 

[Sandhusker]

OT, the federation of state beef coucils division of NCBA has a CONTRACT with the CBB, does the work, and is responsible for telling cattle producers what is being done with their checkoff dollars. Doing that via press releases in ag publications which can be picked up by anyone, BTW) obviously is the most effective means of getting the message to producers.

mrj

Isn't the relationship supposed to be the CBB is the "Contracter" for promoting beef and NCBA is the "Sub-Contracter" role in the particular project?

 

[Heads Up]

I hope it is not lean beef from South America check off $ are going to promote. The year old rule for importing fresh, no doubt, lean beef from FMD free regions of Argentina is still waiting for USDA to take action on. If it passes we will undoubtably have a lot more lean beef on the market. With the risk of FMD and a new ad campaign to promote "lean beef" Could be bad timing. We can not deferniate product for at least a year yet.

We need to promote the fact that the grass and land areas that cattle graze in the US were made to be grazed. In some areas of the world the natural landscape is being destroyed (i.e. rainforest) for crop and cattle production. The Nebraska cattle landscape promotion seems like that kinds of a concept.