There are a select few things that make me incredibly proud of today's beef industry and where producers are taking it. One of those defining prideful moments was the creation of the "Beef. It's Whats For Dinner" campaign. There are often conflicting opinions among producers, and advocates for agriculture in general. That is why it is always so inspiring to see so many stand behind a common goal to benefit consumers as a whole. That's what this campaign is all about, the common good. "Beef. It's What's For Dinner" is an an all around American advertising slogan and campaign aimed to promote the benefits of incorporating beef into a healthy diet. The meat industry in general is often the target of much controversy and ridicule. In order, to combat the slander specifically placed on the beef industry, the "Beef. It's Whats For Dinner" campaign was created to raise awareness about the actual benefits of eating beef.
The campaign is funded by the Beef Checkoff Program.The initial campaign ran for 17 months at a cost of $42 million. The Beef Checkoff promotion was funded by collecting a dollar on every cow, steer, and bull sold in the United States. It featured the tag line: "Nothing satisfies so many people in so many ways. Using these relatable messages, the campaign bridged a gap for those consumers struggling with the misconceptions of beef. A Web site, BeefItsWhatsForDinner.com, was launched in 2002 and serves as a resource for how to prepare and enjoy beef. The site addresses topics such as recipes, shopping recommendations, cooking tips, proper food handling and nutrition facts. The website also includes Beef So Simple, a weekly electronic newsletter featuring beef cooking tips and recipes.
According to Jim Boudreau, the account director in charge of the "Beef. It's Whats For Dinner" campaign, the work achieved through the campaign is invaluable. He says that in the food category, it has become one of the most successful taglines ever. The reason for the success is simple, Boudreau says, but hard to duplicate. The beef tagline is in his opinion "declarative, American," It can resonate with everyone, whatever their age. The promotional message has spread across every facet of the beef industry making it a huge tool in educating the public and raising comradery with the beef industry. For more information on the development of the campaign, click here.
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