With beef-lovers across the country firing up their grills, the beef industry is expanding on its latest ad effort, with a greater focus on lean cuts, portion control and recipes.
Funded by the Beef Checkoff, a marketing and research program funded by beef producers, the "Profiles" campaign, which broke earlier this month, "is getting great feedback so far," Kim Essex, SVP/marketing for the National Cattlemen's Beef Council, based in Centennial, Colo., tells Marketing Daily. "We're excited about the direction of the new campaign, with its focus on health and nutrition."
Moving toward Memorial Day, she says the group will heavy-up its effort, with a greater focus on recipe communication. "Summer is our best time, cyclically, and consumers feel better about cooking because it involves the grill." Ads tagged "29 lean cuts, one powerful protein" will be expanded to include summer radio spots in 20 markets, with specific retail mentions.
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