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The Power of Protein
Consumers who are "food-and-health-involved" will appreciate the re-focusing of the national beef advertising campaign. Consumers in this group are passionate about food and understand its effects on health, plus they believe food should be enjoyable and good for you. To deliver this message in a succinct advertising package, a new campaign called "Powerful Beefscapes" was created. The print advertising features photos of beef taken to look like landscapes, including mountains, cliffs and seashores. The photos have incredible stopping power with consumers. The photos and corresponding radio commercials feature a new message, "Discover the Power of Protein in the Land of Lean Beef." The radio ads retain the familiar "Beef. It’s What’s for Dinner" tag line and popular "Rodeo" music, coupled with a new, more contemporary voice. The campaign, which began in January, includes new print ads in popular consumer magazines and radio commercials that are playing nationally.
Click to listen to latest radio spot.
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For over 40 years, the month of May has been a time to recognize the more than 800,000 dedicated men and women who produce high quality, wholesome, nutritious beef known around the world. But May is also National Hamburger Month. So it’s a good time to hail to the hamburger and bow to the beef…producer that is.
 Hamburgers. It may seem as simple as a food that got its name from Hamburg, Germany. But the original ground beef patty on a bun may have been from the Mongols who brought it to Russia; seafarers that brought the patty idea back to the port city of Hamburg; Louis' Lunch - the New Haven, Conn., burger joint; "Hamburger Charlie" Nagreen; or, the Menches Brothers. But it seems no matter what the tale, the ending is still the same – consumers love a good burger.
“Just like hamburgers aren’t only made in May, producers don’t just take extra-special care of their animals or the food they produce only one month of the year. It’s what we do every day – bring healthy, nutritious food from our pastures to consumers’ plates,” says Cattlemen’s Beef Board Chairman Dave Bateman, farmer-feeder from Oregon, Ill. “Our beef checkoff continues to work to increase consumer demand through things such as the ground beef initiative, grocery store promotions, summer grilling and so many other programs.”Consumers bought an additional 85 million pounds of 78 percent lean (or better) ground beef at the grocery store in 2007 when compared to 2004. The fastest growing subcategory during this period was 85 to 89 percent lean beef. And, a 95 percent extra-lean patty now is available to school foodservice and households where leanness is an important buying consideration.
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Still, no matter how you slice it, hamburgers still are the most popular beef item for consumers. Americans consumed approximately 11.9 billion burgers in 2007. Forty-one percent of Americans eat burgers at least once a week and 85 percent eat burgers once a month. That’s reason to tip your hat to beef producers.
For America’s beef producers, the land is their
livelihood and their legacy. They carefully
follow science-based best management practices
to protect our country’s natural resources for
future generations. In fact, beef producers have
led conservation efforts proving that raising
cattle and environmental stewardship go
hand-in-hand.
Click here to read more.
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