Cattlemen’s Group Debuts Second Phase of Revamped “Beef. It’s What’s For Dinner” Brand

Stumped on what to serve this holiday season? The National Cattlemen’s Beef Association hopes Americans will choose beef, especially after they view the new digital ads and video recipes that are part of its “Beef. It’s What’s for Dinner” brand relaunch.

“Our research shows the most important characteristic when choosing whether to have beef is taste, and 92 percent of consumers say that beef is great tasting,” said Alisa Harrison, senior vice president, global marketing and research at NCBA, a contractor to the beef checkoff,
in a press release  (opens in a new tab). “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.”

These digital advertisements, which will run through January, are being delivered through paid search advertising on Facebook and Instagram, as well as through content partnerships with bloggers and websites, such as Food52. The ads—which include the tagline “Nicely done, beef”—are designed for NCBA’s target audience: older millennial parents.

These ads are the second phase of a relaunch of the Beef. It’s What’s for Dinner brand, which NCBA unveiled back in October  (opens in a new tab) with a new logo, website  (opens in a new tab), and content component that tells the stories of the farmers and ranchers who produce beef.  

NCBA is playing on the nostalgia factor with this relaunch, as anyone who came to age in America in the 1990s will likely remember the TV and radio ads. After some research and testing with millennials, NCBA found that the brand “brought back great memories of being in their mom’s kitchen,” according to Harrison. “But even for those that didn’t remember it, it really still resonated with them.”

In addition to pushing out ads, NCBA is hosting “12 Tips for the Holidays” on Facebook, with video recipes and tricks of the trade, ranging from choosing the right cut of meat to preparing sauces and creating beef appetizers.

“Our goal is to reach 20 million consumers, but our ultimate goal with this whole relaunch of the ‘Beef: It’s What’s for Dinner’ brand over the next three years is to make beef the number-one protein choice for consumers,” Harrison said.

(via the association)