Beef campaign relaunched

Twenty-five years after establishing one of the nation’s most iconic food brands, America’s beef farmers and ranchers are leveraging the strong equity of “Beef. It’s What’s For Dinner.” to reintroduce the brand to a new generation of consumers. The relaunch blends the strongest assets from the long-loved brand—such as the famous Aaron Copland “Rodeo” music and the famous tagline—coupled with new creative assets. In total, the effort showcases the pleasure that beef brings to meals, the people who raise it and the nutritional benefits (such as protein) that beef provides. “Consumers love beef, and as with all foods, today’s consumers want the whole story about the beef they buy.” said Alisa Harrison, senior vice president, Global Marketing and Research, National Cattlemen’s Beef Association, a contractor to the beef checkoff, which funds the campaign. “Our research shows that the ‘Beef. It’s What’s For Dinner.’ brand is still extremely popular among consumers, including millennials. So, in honor of its 25th anniversary, we have refreshed the brand and updated our resources to make beef information available to consumers where they want it, when they want it and how they want it.” The revamped campaign was introduced earlier this month and includes a new website, www.beefitswhatsfordinner.com.