What is in this article?:
- What You Need To Know About The Checkoff's New Consumer Advertising Campaign
- New Print Campaign: What's Your Dinner Made Of?
- Minnesota farm boy and Hollywood actor, Garrett Hedlund will be the voice of new checkoff commercials targeted at the older millennial and Gen-Xer, aged 25 to 44, who care about food and nutrition.
- The new national print campaign will highlight the nutritional benefits of beef by asking, "What's your dinner made of?"
The new checkoff print advertisements will appear in monthly national magazines with an emphasis on food, health/fitness, parenting, lifestyle and men’s sports.
New Print Campaign: What's Your Dinner Made Of?
Research has shown that 45 percent of the target demographic said they would choose beef more often if they knew about how its nutrients compared to chicken. The new campaign helps set the record straight about beef’s essential nutrients in an engaging and educational way.
That’s the question each “Beef. It’s What’s For Dinner” print advertisements asks. It’s answered with bold copy highlighting the nutritional benefits of Beef along with tantalizing food photography reminding the consumer that delicious can, and does go right alongside nutritious. Each advertisement calls out an individual essential nutrient, like protein: “The Strip steak has lots of protein…and your appetite’s attention.” Another ad reminds you that a dinner with beef “has iron. The most lean, delicious and tender iron known to man.”
The print advertisements will appear in monthly national magazines with an emphasis on food, health/fitness, parenting, lifestyle and men’s sports. In addition to traditional print placements, the campaign will appear across a wide range of digital platforms, such as 22 tablet versions, online radio stations (e.g., Pandora), video websites (e.g., Hulu), social networking sites (e.g., Facebook) and popular recipe websites (e.g., AllRecipes.com). State Beef Councils will extend the campaign through print, radio, digital, in-person promotions, sporting events, outdoor advertising and more. Public relations, health professional outreach, social media and other promotional efforts round out this integrated effort.
For delicious triple-tested beef recipes, nutrition information and to learn more about the “Beef. It’s What’s For Dinner.” advertising campaign, please visit BeefItsWhatsForDinner.com.
For more information about your beef checkoff investment, visit MyBeefCheckoff.com.
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