January 8, 2008

Beef Checkoff launches new advertising campaign

US Beef Checkoff launches US$15-million campaign to promote consumption.

To fight flagging beef consumption in the US, the National Cattlemen's Beef Association is launching a new Beef Checkoff Programme for this year.

The advertising campaign would focus on beef's nutritional value and consumers' taste for it through various media.

The campaign "Discover the Power of Protein in the Land of Lean Beef" plans to reach 86 percent of the consumer target via radio, billboards and national consumer magazines.

Its radio campaign would start January 21st while its print ads will run on the February issues of a fitness magazine.

The campaign would retain the famed "Beef. It's What's for Dinner" tagline