MOBeef Update

The new beef advertising campaign, which launched in January, encourages consumers to reclaim the beef they love. It celebrates consumers’ unique passion for beef and the protein punch it brings to a meal. Consumers are encouraged to “Discover the Power of Protein in the Land of Lean Beef” with photographs of beef cuts that create the illusion of various American landscapes, such as mountains, beaches and plains. The ad campaign targets consumers who place a high priority on their health and understand how food plays into that healthy lifestyle.

In addition to the paid advertising, staff working on behalf of the $1 per head beef checkoff has a long history of negotiating value added incentives to help further spread the word about protein and strength that is in inherent in beef. One such example can be seen in the latest issue of Parents magazine. On a page titled “Contests and Promotions”, the magazine directed its readers to visit www.parentspromo.com to learn more information about various promotions offered by their advertisers. On that webpage, clicking on the beef checkmark, consumers could download a flyer titled, “Get Out There!” offered by the Nation’s beef producers.

“Get Out There” encourages families to participate in outdoor activities that offer families a chance to bond through quality time- reminding them that lean beef is just the fuel needed to help maintain the energy needed for an active lifestyle. It is an important message that beef is packed with nine essential nutrients, including protein that strengthens and sustains our bodies. The family activity guide offered through Parents’ website includes packing ideas, safety tips and planning recommendations for various outdoor activities such as hiking, canoeing, camping and bicycling.

This type of activity guide is a perfect fit for our new target audience- people who live a healthy lifestyle. This is a great opportunity to remind them that the beef that they love is good for them, too. Value-added opportunities like this one are built in to many of the advertising buys purchased through the beef checkoff program. On a national level, contests and incentives have been built into the advertising buys of magazines such as Cooking Light, Real Simple and Health. We also negotiate value-added opportunities in Missouri- things like a full-page holiday entertaining guide to be placed in a Lake of the Ozarks publication and we always supply recipes to be used for editorials or food pages in many other publications. We always look for value-added opportunities in the public relations arena, too. We insist on beef being served at various events where we are present, even though we don’t pay for the food.

For more info on where and why we advertise, contact us!