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Agricultural News

The Beef Industry is Reinventing Itself Under a Time-Tested Brand: "Beef, It's What's for Dinner."

Fri, 21 Jul 2017 15:30:42 CDT

The Beef Industry is Reinventing Itself Under a Time-Tested Brand:

If you are involved in the beef business, chances are you know the tagline: “Beef. It’s What’s for Dinner.” According to Alisa Harrison with the National Cattlemen’s Beef Association, that slogan is as relevant and effective today as it was when it was first adopted by the Beef Checkoff years ago. In a recent conversation with Radio Oklahoma Ag Network Farm Director Ron Hays, she said that statement will continue to herald the beef industry’s branding efforts, as the central theme for a new promotional campaign, scheduled to debut this October.

“It’s an iconic brand. The beef industry has been using it for over 25 years and it’s interesting that even with the young Millennials, it still has a lot of equity,” Harrison said. “We’ll be relaunching the “Beef. It’s What’s for Dinner.” brand - merging the discussion we’re having with consumers about the product, as well as how it’s produced. We’re very excited about it and looking forward to October when we launch.”

The relaunch of the brand will include among other things, an awareness campaign focused on producer image and a new flagship website that will consolidate the industry’s existing eight website platforms. The one-stop shop for all things beef will be the landing for anyone with questions about beef. NCBA will utilize social media and other new digital technologies to push consumers to the website for the information they seek. In addition, a big focus of the campaign will obviously spotlight the product - beef.

“Our product is really our best asset,” Harrison insisted. “We’re making it a little more front and center than it maybe has been. And all under the banner of the “Beef. It’s What’s for Dinner.” brand and leveraging the strength and equity of that to propel our message forward.”

Listen to Harrison and Hays speak more about the new campaign being launched in the months to come, leveraging the time-tested “Beef. It’s What’s for Dinner.” brand, on today’s Beef Buzz.

The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR below for today's show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.



Listen to Harrison and Hays speak about the new campaign being launched in the months to come
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