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Checkoff to Relaunch 'Beef, It's What's for Dinner' Campaign
USAgNet - 09/19/2017

The Beef Checkoff will relaunch their famous "Beef, it's what's for dinner" campaign next month. The iconic beef brand known across the U.S. turns 25 this October.

Alisa Harrison is Senior Vice President of Global Marketing at the National Cattlemen's Beef Association in Denver, Colorado.

"The last couple of years it's been in the background in our consumer marketing. We went out and talked with consumers, especially to millennials to see what kind of equity we had in Beef it's what's for dinner and it is still really strong 25 years later," Harrison said. "It's the voice and it's also the rodeo music. When those young millennial parents hear it, it is a latent memory for them. They smile, get's them excited about beef, and reminds them of growing up."

She adds the checkoff's challenge is how to make beef relevant today. By doing that, it is not just about pushing the product but explaining how beef is raised.

The Beef Checkoff launched the original campaign in 1992. The upcoming relaunch is part of a bigger campaign to educate consumers about beef along unveiling a new logo and website.


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