Terri Carstensen, beef producer from Odebolt, Iowa, and chairman of the
industrys Joint Advertising Committee, recently led producers in a discussion
about the new beef checkoff advertising approach, called Profiles, including
reviewing and discussing recent consumer market research, new print concepts and
radio spot scripts. The new campaign, which continues to build on the popular
Beef. Its Whats For Dinner tagline and slated to debut this summer, focuses
consumer attention on specific cuts (e.g., T-bone, top sirloin) and communicates
that these cuts not only taste great, but are lean and powerful sources of
protein too.
Carstensen gives us a preview of the ad campaign.
Were really excited about this new campaign. It was time to look and to maybe
have a fresh, new idea that would appeal to the consumers and also appeal to the
producers that we have. Also with the new campaign, we found out that the
consumers are looking for the words lean and high in protein. So thats kind of
what our new campaign is focused on. And were also talking about how we have 29
lean cuts of beef. We did consumer focus groups and that was new news to them
and so were really going to be focusing on the 29 lean cuts . (37 seconds)
Importantly, this new news works to compel consumers to take action
including visiting the Beef Its Whats For Dinner.com Web site to learn more
about the other lean cuts and to investigate the specific cuts at retail, now
that consumers understand that the cuts that they already love are actually good
for them too. Carstensen says the campaign has various components to the media
plan.
Were going to have print in our magazines, and were going to have billboard,
and were also going to be using radio. Our target audience is the 24 to 54 year
of age that we have found through research that thats who our target audience
should be . (14 seconds)
Since advertising is one of the key elements in increasing beef demand,
Carstensen says beef producers can be proud that their checkoff dollars are
going to support this new advertising campaign.
Our message to producers is that its fresh and its crisp and its
contemporary and its to the point. And, were going to be using mouth-watering,
succulent photography. Its going to be really exciting. (12 seconds)
Weldon Wynn, beef producer from Star City, Ark., and vice chairman of the
advertising committee, also communicated that producers should appreciate the
direction their leadership has taken this campaign. They listened to producer
feedback, and responded accordingly with new, creative messaging.
Well, the producers are going to be really proud of this campaign and the
reason why theyre going to be proud of it is because were trying to meet their
needs, meet their wants, and were going to do that this time around. This is
the way we get our message out to the countryside. (14 seconds)
For information on other efforts being funded with your beef checkoff
investment, visit www.MyBeefCheckoff.com.
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The Beef Checkoff Program was established as part of the 1985 Farm Bill. The
checkoff assesses $1 per head on the sale of live domestic and imported cattle,
in addition to a comparable assessment on imported beef and beef products.
States retain up to 50 cents on the dollar and forward the other 50 cents per
head to the Cattlemens Beef Promotion and Research Board, which administers the
national checkoff program, subject to USDA approval.
Source: The
Beef Checkoff Program