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New Branding Campaign For The Beef Industry
Consumers’ preference for lean beef combined with the benefits of protein has inspired a new brand campaign for the beef industry. In January 2008, “Powerful Beefscapes”, a fresh iteration of the widely-known “Beef. It’s What’s For Dinner.” campaign was launched into numerous print, radio and billboard advertisements, all of which have been funded by The Beef Checkoff program.
To prepare for the new campaign and to get a better understanding of what attributes of beef are important to consumers, nationwide surveys and in-depth focus groups were conducted. The goals of the studies were to:
1) Understand consumption patterns of beef and chicken
2) Measure the performance and importance of beef and chicken
3) Determine what drives preference
4) Determine how to gain one more beef occasion per week
The results of the research studies indicated that consumers prefer foods that satisfy their cravings and are nutritional. While consumers equally liked beef and chicken, when asked which protein was preferred, beef was the clear winner due to its “craveability”.
In the past, the beef industry had two separate marketing campaigns— one that focused on the nutritional aspect of beef, while the other touched on consumers’ passion for beef. The research studies indicated that a single campaign that combines the eating experience with protein benefits could succeed. “Powerful Beefscapes” aims to add more meaning to beef, let consumers feel good about eating beef, and connect them to everyday life. The campaign features numerous print ads where beef dishes have been positioned to look like stunning scenes from nature, including mountains, flatlands, cliffs, canyons, etc.
With a budget of $15 million, the campaign will be able to hit 86% of the target market. The print ads were first unveiled in the pages of the February issue of Fitness magazine and will be seen in 38 additional magazines this year. The radio advertisements began airing on January 21st and while the spots contain a new campaign voice, the “Beef. It’s What’s for Dinner.” tagline and the familiar rodeo music by Aaron Copland remain in tact. Be sure to watch and listen for “Powerful Beefscapes”, so you too can be taken on a destination to the land of lean beef.
Take a look at more of the print ads:
    
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