Thought Provoking Campaign Sizzles with New Voice

The new, “Beef. It’s What’s for Dinner.” consumer advertising campaign is premiering this month, bringing the recognizable tagline to older millennials and Gen-Xers. The new campaign, funded by the beef checkoff, will feature sizzling beef recipes, juicy details about essential nutrients and the voice of one of Hollywood’s most promising new talents.

“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,” says Cevin Jones, chair of the checkoffs Domestic Consumer Preference Committee and producer from Eden, Idaho. “It doesn’t hurt that the voice delivering the message on the other side of the radio epitomizes health and sizzle too.”

New Voice for a New Target

The new “Above All Else” campaign aims to reach the next generation of beef eaters, the older millennial and Gen-Xer, aged 25 to 44 who care about food and nutrition.

While keeping many brand mainstays, such as Aaron Copeland’s “Rodeo” music, the new beef campaign is switching up the voice behind the famous words, “Beef. It’s What’s for Dinner.” Sparking a new interest for the older millennial and Gen X target, Garrett Hedlund’s voice will take a starring role in the campaign’s radio spots. Garrett personally represents healthful living, and his strong, warm voice is perfect for provoking new understanding about beef.

“I’m proud to represent America’s farmers and ranchers,” Hedlund said. “I grew up on my father’s cattle operation, so I’m right at home as the new voice of beef.”

Born in Roseau, Minn., Garrett spent his early years on a cattle operation. He was just 18 when he landed a role in the epic film Troy. Garrett went on to Friday Night Lights (2004) and Tron Legacy (2010). His latest roles include Country Stong (2011), in which he plays a rising young country star opposite Gwyneth Paltrow, as well as On the Road, in theaters now.

What’s Your Dinner Made Of?

Research has shown that 45 percent of the target demographic said they would choose beef more often if they knew about how its nutrients compared to chicken. The new campaign helps set the record straight about beef’s essential nutrients in an engaging and educational way.

That’s the question each “Beef. It’s What’s for Dinner” print advertisement asks. It’s answered with bold copy highlighting the nutritional benefits of beef along with tantalizing food photography reminding the consumer that delicious can, and does go right alongside nutritious. Each advertisement calls out an individual essential nutrient, like protein: “The Strip steak has lots of protein… and your appetite’s attention.” Another ad reminds you that a dinner with beef “has iron. The most lean, delicious and tender iron known to man.”

The print advertisements will appear in monthly national magazines with an emphasis on food, health/fitness, parenting, lifestyle and men’s sports. In addition to traditional print placements, the campaign will appear across a wide range of digital platforms, such as 22 tablet versions, online radio stations (e.g., AllRecipes.com). State Beef Councils will extend the campaign through print, radio, digital, in-person promotions, sporting events, outdoor advertising and more. Public relations, health professional outreach, social media and other promotional efforts round out this integrated effort.

For delicious triple-tested beef recipes, nutrition information and to learn more about the “Beef. It’s What’s for Dinner.” advertising campaign, please visit BeefItsWhatsForDinner.com.

The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.