Beef industry rolls out next phase in brand’s relaunch

New ads designed to appeal to younger generation.

December 15, 2017

2 Min Read
Beef industry rolls out next phase in brand’s relaunch

After letting turkey have its day, the beef industry is back to reclaim the center of the plate for the remainder of the holiday season. "Beef. It's What's for Dinner" is giving consumers the tips and recipes they need to make beef the centerpiece of large family meals, all while rolling out the next phase of the iconic brand's relaunch.

"Beef is the one thing that won't be debated this holiday season," said Alisa Harrison, senior vice president, global marketing and research, at the National Cattlemen's Beef Assn., a contractor to the beef checkoff. "Our research shows the most important characteristic when choosing whether to have beef is taste, and 92% of consumers say that beef is great tasting. So, as part of our continued relaunch 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, a series of new creative digital advertisements will run on Facebook and Instagram and through paid search advertising utilizing the slogan, "Nicely done, beef." The new advertising is meant to appeal to a younger generation by being more edgy and showcasing delicious beef images, while the accompanying verbiage suggests ways that beef can bring people back to the dinner table.

The release of the ads follows the first phase of the "Beef. It's What's for Dinner" brand relaunch. Phase one, "Rethink the Ranch," tells the stories of the hard-working farmers and ranchers who produce U.S. beef.

Twenty-five years after "Beef. It's What's for Dinner" first became a household brand tagline, the U.S. beef industry is seeking to inspire a new generation of Millennials to explore their culinary talents and share meals that satisfy.

Along with the relaunch of the brand, a new website was created that serves as a single, comprehensive location for all things beef. is the most complete source for beef inspiration showcasing detailed information on cuts and cookery, a robust collection of beef recipes, nutritional information and an inside look at the lives of the people who raise beef.

In addition, this holiday season, the Beef. It's What's for Dinner. Facebook page is hosting a "12 Tips for the Holidays" video series. The series, which runs Dec. 4-15, features tips from the Beef It's What's for Dinner Culinary Center chefs on selecting and preparing beef for the holidays.

"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," said Laura Hagen, senior director, culinary, National Cattlemen's Beef Assn. "With a series of Facebook live events and prerecorded 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."

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