Marketers beefing up holiday ads featuring red meat

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DENVER, Co.—The National Cattleman’s Beef Association has released new ads for the holidays that encourage consumers to make beef the star of family meals.

“Beef is the one thing that won’t be debated this holiday season,” said Alisa Harrison, senior vice president of Global Marketing and Research for the NCBA. “Our research shows that 92 percent of consumers say that beef is great-tasting. So, as part of our continued re-launch of the Beef. It’s What’s for Dinner brand, we are highlighting beef’s taste advantage through a series of digital ads and content partnerships offering tips on how to make mouthwatering meals and dishes that are sure to please everyone.”

Through January, the digital ads will run on Facebook and Instagram using the slogan, “Nicely done, beef.” The new ads are meant to appeal to a younger generation. In addition, from Dec. 4 through Dec. 15, chefs are creating beef recipes on the Beef. It’s What’s for Dinner Facebook page in a “12 Tips for the Holidays” series.

“The chefs from the Beef. It’s What’s For Dinner Culinary Center want to help the average consumer buy, select and prepare the perfect beef meal this holiday season,” noted Laura Hagen, NCBA senior culinary director. “With a series of Facebook live events and pre-recorded videos, plus releasing our top five most searched for holiday roast recipes and holiday appetizer recipes, we’re helping consumers make sure they have the best holiday with beef.”

It’s been 25 years since Beef. It’s What’s for Dinner became a household brand. With the re-launch of the brand came a new website: The site includes information and cuts of beef, cooking tips, a collection of recipes and an inside look at the lives of cattle farmers.

The NCBA uses proceeds from the Beef Checkoff Program to help pay for the advertising. The checkoff program was established as part of the 1985 Farm Bill. It assesses $1 per head on the sale of live domestic and imported cattle, as well as a comparable assessment on imported beef and beef products.

"The investment Virginia cattle producers make in the national beef checkoff are positively connecting our safe, wholesome and healthy product through programs like this with consumers across the commonwealth and the country,” said Jason Carter, executive director of the Virginia Cattlemen’s Association and the Virginia Beef Industry Council.

Media: Contact Carter at 540-992-1009 or Hillary Makens, media relations director for Beef. Its What’s For Dinner.


Photo courtesy of The Beef Checkoff

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