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Beef. It's What's For Dinner campaign reaches 1 billion milestoneBeef. It's What's For Dinner campaign reaches 1 billion milestone

Campaign aims to inspire families to explore cooking with beef, while connecting them with stories of the beef producers.

December 24, 2019

3 Min Read

Today, the Beef. It’s What’s For Dinner. brand is reaching more consumers more frequently and more effectively than ever before.

Two years after it was relaunched, the Beef. It’s What’s For Dinner. brand has had a reach of more than 1 billion consumers. Funded by the Beef Checkoff and developed by the National Cattlemen’s Beef Association, the Beef. It’s What’s For Dinner. brand aims to inspire families to explore their culinary talents with beef, while connecting consumers with stories of the farmers and ranchers who raise beef. 

According to market research, when people are aware of Beef. It’s What’s For Dinner., they are more likely to eat beef more often and feel good about purchasing and preparing beef for their families.

“For a brand to have a reach of more than 1 billion in today’s crowded marketing environment is a major milestone,” said Laurie Munns, a cattle rancher from Hansel Valley, Utah, and Federation Division Chairman, at the National Cattlemen’s Beef Association. “This achievement also demonstrates the equity of the Beef. It’s What’s For Dinner. brand and its ability to continue to meet the needs of today’s discerning consumers. It’s clear that consumers want more information about beef’s great taste, its powerful nutrition profile and the hardworking farmers and ranchers that raise the beef they eat.”

Since the introduction of the Beef. It’s What’s For Dinner. brand more than 25 years ago, NCBA has continued to evolve marketing strategies and adapt to changing media landscapes. This evolution included a shift away from television advertising to focus on digital marketing efforts. Specifically, during the past two years, the Beef. It’s What’s For Dinner. brand has developed and executed several integrated digital marketing campaigns. A few highlights include:

  • Rethink the Ranch: Introduced in 2017 in conjunction with the relaunch of the Beef. It’s What’s For Dinner. brand, this campaign featured the people behind beef.  From farm to plate and everything in-between, this video series gave consumers a look inside the lives of real farmers and ranchers.

  • Nicely Done, Beef: This ongoing campaign highlights beef’s greatest assets - it’s eating experience, the people who raise beef and the nutrients beef provides. These messages are delivered through a consistent “nicely done” creative wrapper, with various ads communicating everything from “Nicely done, beef. You prove that meat substitutes are just that. Substitutes.” to “Nicely done, beef. You build strong muscles. No protein shake required.”

  • The Right Way: Launched in October, this recent campaign from Beef. It’s What’s For Dinner. introduces consumers to the Beef Quality Assurance program.

  • Drool Log: To celebrate the holiday season, Beef. It’s What’s For Dinner. put a spin on the iconic Yule Log with a new mouthwatering video. The two-hour long video features a beautiful prime rib roast cooking to perfection on a rotisserie over an open flame. 

  • Chuck Knows Beef: In addition to these, and many other creative and informative, campaigns, Beef. It’s What’s For Dinner. created the first all-knowing beef virtual assistant, Chuck Knows Beef in 2018. Powered by Google Artificial Intelligence, Chuck can serve up recipes and answer a variety of beef-related questions – from nutrition, cut and cooking information to how beef is raised. Chuck can be accessed on a computer or smart phone.

Source: Beef Checkoff, NCBA, which is solely responsible for the information provided and is wholly owned by the source. Informa Business Media and all its subsidiaries are not responsible for any of the content contained in this information asset. 

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