01/30/08 Strengthening beef checkoff advertising

Beef. It's What's For dinner. That theme has resonated with today's consumers but after its five year run the beef checkoff is launching a new campaign. National Cattlemen's Beef Association Vice President Kim Essex says they're trying to stay relevant with today's consumers. ESSEX "And right now the beef checkoff has two campaigns running and the question was can we be more efficient with producers' checkoff dollars and produce a single campaign that let's consumers act on their passion and also reminds them of the benefits of protein, the protein beef brings to the diet." 88 percent of consumers identify with the tag line, Beef; It's what's for dinner. ESSEX "But we've added this extra layer that answers the nutrition challenge consumers are having this concept of discover the power of protein in the land of lean beef. Consumers identify that as a food that sustains them, gets them through the day, gives them energy, keeps them lean and we thought it was important to communicate remind consumers of that benefit when they tell us that nutrition is a challenge they have when they sit down to a great beef meal." Find out more about what fuels you, what your taste buds are longing for and more about a great beef meal at www dot beef it's what's for dinner dot com. Voice of Idaho Agriculture Bill Scott