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Beef Producers Promote 29 Varieties Of Lean In New Campaign

Brandweek, Friday, May 7, 2010 10:44 AM

The National Cattlemen's Beef Association has broken a series of print ads under the banner of "Beef Checkoff Program." The ads pitch beef as a good source of protein and promote the variety of lean cuts available, Elaine Wong reports. The tagline is "29 lean cuts. One powerful protein."

"We're on a storytelling journey with our 'Beef. It's What's for Dinner [campaign],'" Kim Essex, svp-marketing at the NCBA, tells Wong. "We're keeping those equities that are really recognizable to us," but at the same time, stressing the lean side of beef, she says.

The target consumer is someone who loves food but is paying attention to health. Research shows that most consumers are unaware that there are 29 options that meet government standards for "lean," Essex says.

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