Beef It's What's for Dinner Brand Demonstrates Impressive Staying Power with New Market RelaunchMon, 19 Feb 2018 12:10:42 CST
The National Cattlemen’s Beef Association contracts with the Beef Checkoff to conduct consumer and market research on behalf of cattle producers. Recent efforts in this area have shown that the “Beef. It’s What’s for Dinner” brand has developed and retained a lot of equity among consumers over the past 25 years. Alisa Harrison, who heads up NCBA’s Global Marketing and Research division explained to Radio Oklahoma Ag Network Farm Director Ron Hays in a recent interview that the decision was made over the past year to invest a significant amount of resources into a project to rejuvenate and relaunch the “Beef. It’s What’s for Dinner” brand with the intention of capturing a new modern audience and reconnecting with an old one.
“We found that it has a tremendous amount of equity and millennials remember it,” Harrison said. “It brings back great memories for them growing up and for those who don’t remember it - it still evokes a great thought and inspires them to go out and eat beef, which is really what we’re trying to do. Our overall goal is to make beef the No. 1 protein choice for consumers.”
In today’s marketplace, the consumer has a lot of proteins to choose from. And while beef is at the top of that list for consumer preference, Harrison says the industry works hard to stay in that position. Harrison and her team’s efforts to relaunch the “Beef. It’s What’s for Dinner” brand is proof of that. Consumers today are growing more and more curious about where their food comes from and who is producing it. The relaunch Harrison is overseeing, is much more than a slogan - the whole brand has beef refreshed with a new look, updates and outlets, especially with digital media that helps connect beef’s message with consumers in a way that they prefer to digest the information. For example, the relaunch includes a new centralized website with all the beef industry’s knowledge found right there. This information, features highlighting real life producers and instructional recipe videos can all be found online and even pushed directly to the consumer via social media. The fact that the brand still holds enough integrity to get the job done after more than two decades, is something Harrison says really distinguishes beef from other proteins.
“Cattle farmers and ranchers are a beloved people in this country. So, we wanted to connect “Beef. It’s What’s for Dinner” with the people who are raising the product and that’s what we did,” she said. “We put together a fantastic new website that is really geared on helping consumers understand how beef is produced from farm to plate, but also helping them prepare the product as well.”
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.
WebReadyTM Powered by WireReady® NSI
Top Agricultural News