02/01/08 New beef campaign

There's a new beef advertisement campaign that looks and sounds like it's going to be fun and successful. I'm Jeff Keane; I'll be right back to tell you about it. In 1992 the famous "Beef it's What's for Dinner" campaign was launched and has become one of the most recognizable taglines in advertising history with 88 percent of consumers familiar with it. The new campaign "Powerful Beefscapes," encourages consumers to "Discover the Power of Protein in the Land of Lean Beef." I've seen some of the new print ads and they look delicious and are very creative using cuts of beef to depict familiar landscapes such as canyons, hills, flatlands, cliffs, mountains, rivers and beaches. Research shows consumers protein selection is driven by the eating experience and how protein fuels the body. If that's the case, then selecting beef for your protein needs is a no brainer. One of the points I like about the new advertisement is that the traditional "Beef it's What's for Dinner" slogan and the familiar "Rodeo" music will be still used. To me it fits with the importance of tradition in the cattle industry. The national budget of the new campaign will be about $15 million with many state beef councils extending coverage with additional funds. I know the Idaho Beef Council and the Washington Beef Commission will enhance the campaign. The biggest change will be a new voice on the radio spots. Girls and women who have heard previews of the ads are already asking who belongs to that dreamy voice. I'm Jeff Keane.