New “Beef. It's What's For Dinner” effort launches with radio


The new “Beef It’s What’s For Dinner” campaign is premiering this month with an emphasis on helping Americans become more familiar with the 29 lean cuts of beef. With a “29 Lean Cuts. One Powerful Protein.” tag, the new effort will feature the nutritional benefits and versatility of six lean beef favorites: T-Bone steak, Filet, Top Sirloin, Strip steak, Top Round and 95% Lean Ground Beef.

Radio spots on nationally syndicated radio shows and satellite radio, combined with an outdoor advertising campaign in select markets, will follow shortly after the print ads launch. PR, health professional outreach, social media and retail promotional efforts round out this integrated effort.

Julie Sodano, National Cattlemen’s Beef Association, tells RBR-TVBR the new “Profiles” radio ads will run across the country on sports and home/epicurean-related programming on nationally syndicated radio programming coupled with national satellite radio: “The spots are 30 and 60 seconds in length. The campaign will continue to use the long-standing “Beef. It’s What’s For Dinner.” tagline and Aaron Copland’s familiar “Rodeo” music. The “voice of beef” in the ads is the same voice we have used the last two years – one that embodies qualities that are truly unique to beef: passion, protein and strength.”

The new print ads feature plated shots of beef with an homage to each cut’s personality. For example, the T-Bone ad zeroes in on a beauty shot of the steak and points out: “When all the steaks get together, they call this one boss.” The ad for the Filet Mignon, also known as the Tenderloin, reassures you that “‘mignon’ is just fancy talk for mouthwatering.”

Print will appear in monthly national magazines with an emphasis on food, health/fitness, parenting, lifestyle and men’s sports.