I want you to think back to advertising campaigns for agricultural products launched by checkoff programs. You might remember the milk mustache, “The Other White Meat” and “Beef, It’s What’s For Dinner” using recognizable music and voices of famous actors.
The last campaign started in 1992 with an initial 17 months run, at a cost of $42 million dollars. Looking back, it is still the best work of the Beef Checkoff, and they are going to do it again.
Recent efforts have shown 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, with the NCBA global marketing and research division, explains to Radio Oklahoma Network farm director Ron Hays the decision was made to invest a significant amount of resources into a project to rejuvenate and relaunch the “Beef. It’s What’s for Dinner.” brand. With this decision, NCBA hopes to capture a new, modern audience and reconnect with an old one.
AUDIO: Profit Matters 2-21-18