'Beef. It’s What’s for Dinner' reaches 1b-plus consumers

Brand continues to celebrate beef, highlighting its taste, nutritional benefits and producers.

December 30, 2019

3 Min Read
Beef Checkoff

Two years after it was relaunched, the "Beef. It’s What’s for Dinner" brand has had a reach of more than 1 billion consumers with informative digital marketing and social media content. Funded by the beef checkoff and developed by the National Cattlemen’s Beef Assn. (NCBA), the Beef. It’s What’s For Dinner brand aims to inspire families to explore their culinary talents with nutritious and delicious beef while connecting consumers with stories of the farmers and ranchers who raise real beef.

Today, the brand is reaching more consumers more frequently and more effectively than ever before. According to market research, when people are aware of Beef. It’s What’s For Dinner, they are more likely to eat beef more often and feel good about purchasing and preparing beef for their families.

“For a brand to have a reach of more than 1 billion in today’s crowded marketing environment is a major milestone,” said Laurie Munns, a cattle rancher from Hansel Valley, Utah, and Federation Division chairman at NCBA. “This achievement also demonstrates the equity of the Beef. It’s What’s For Dinner brand and its ability to continue to meet the needs of today’s discerning consumers. It’s clear that consumers want more information about beef’s great taste, its powerful nutrition profile and the hardworking farmers and ranchers that raise the beef they eat.”

Since the introduction of the Beef. It’s What’s For Dinner brand more than 25 years ago, NCBA has continued to evolve marketing strategies and adapt to changing media landscapes. This evolution included a shift away from television advertising to focus on digital marketing efforts. Specifically, during the past two years, the brand has developed and executed several successful integrated digital marketing campaigns. A few highlights include:

  • Rethink the ranch. Introduced in 2017 in conjunction with the relaunch of the Beef. It’s What’s For Dinner brand, this campaign featured the people behind beef. From farm to plate and everything in between, this video series gave consumers a look inside the lives of real farmers and ranchers and how they continue to produce more high-quality beef more sustainably than ever before.

  • Nicely done, beef. This ongoing campaign highlights beef’s greatest assets: its pleasurable eating experience, the people who raise beef and the nutrients beef provides. These messages are delivered through a consistent “nicely done” creative wrapper, with various ads communicating such messages as “Nicely done, beef. You prove that meat substitutes are just that. Substitutes,” and “Nicely done, beef. You build strong muscles. No protein shake required.”

  • The right way. Launched in October, this recent campaign introduces consumers to the Beef Quality Assurance (BQA) program, a voluntary beef checkoff-funded program ensuring that U.S. beef is produced under stringent animal care standards to result in safe, high-quality meat.

  • Drool log. To celebrate the holiday season, Beef. It’s What’s For Dinner put a spin on the iconic Yule Log with a new two-hour-long video featuring a Prime rib roast cooking to perfection on a rotisserie over an open flame.

  • Chuck Knows Beef. In addition to these and many other creative and informative campaigns, Beef. It’s What’s For Dinner created the first beef virtual assistant, Chuck Knows Beef, in 2018. Powered by Google Artificial Intelligence, Chuck can serve up recipes and answer a variety of beef-related questions from nutrition, cut and cooking information to how beef is raised. Chuck can be accessed on a computer or smartphone at ChuckKnowsBeef.com or through Amazon Alexa or Google Home smart devices.

As consumers increasingly have an interest in where their food comes from, the nutrients it provides and how to prepare it in new and innovative ways, the Beef. It’s What’s For Dinner brand will continue to serve as an informative and convenient resource.

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