The beef checkoff is funding the new "Beef. It's What's For Dinner" campaign, announced Tuesday. The new ad spots will focus on the essential nutrients that beef offers consumers. Beef provides the body with protein, zinc, vitamin B12, vitamin B12 and niacin, just to name a few. Debuting in April, the campaign is called "Above All Else," and is geared toward beef eaters between the ages of 25 to 44, the Gen-Xers.
"This campaign builds upon the core benefits that only beef offers — its great taste and 10 essential nutrients. While most folks just look at beef for its sizzle or great flavor, it's made up of more than that. Its nutrients are what make it the most powerful protein and what makes beef above all else," consumer marketing executive director for the National Cattlemen's Beef Association Michele Murray said in a statement.
The campaign features the tagline, "Beef. It's What's For Dinner." and is set to appear in monthly magazines, nationwide. The ad will run in publications that emphasize food, health and fitness, parenting, lifestyle and sports.
The new beef campaign is also going digital with its ad and will appear on online radio stations like Pandora, video-streaming websites like Hulu, social networking sites like Facebook. Recipe websites like Allrecipes.com will also show off the new beef campaign.
Actor Garrett Hedlund, known for his roles in the movies Troy, Tron Legacy and Country Strong will star in the radio spots for the campaign. Hedlund spent his early life growing up on a cattle farm as a native of Minnesota.
"I'm proud to represent America's farmers and ranchers. I grew up on my father's cattle operation, so I'm right at home as the new voice of beef," Hedlund said.
