Joint Advertising Committee

2012 Cattle Industry Summer Conference – Joint advertising Committee Meeting Report, July 27, 2012:

Terri Carstensen, Chair
Dan Hinman, Vice Chair 

The Joint Advertising Committee met on July 27, 2012 at the 2012 Cattle Industry Summer Conference in Denver, Colorado to discuss the checkoff-funded national advertising efforts. 

Committee discussion focused on the current beef checkoff advertising campaign, called “Profiles,” including reviewing and discussing print concepts, billboard approaches, “Rancher-Recipe” advertorial ideas and the two new online video commercials for FY2012.  The checkoff-funded campaign focuses consumer attention on specific beef cuts (e.g., T-Bone, Top Sirloin, Strip Steak, and Filet) and communicates that these cuts not only taste great, but are lean and powerful sources of protein too.  Six new lean beef cuts will be added to the “Profiles” campaign in 2012, showcasing cuts such as Strip Steak, Flank Steak, Filet Mignon and 95 percent lean ground beef.   

Meanwhile, a new advertising campaign is in development for FY2013, as the “Profiles” campaign has been in the marketplace for three years and it is time for a new and fresh campaign. A recent market research effort tested eight new potential advertising campaigns with consumers – with four concepts showing great promise for the Beef Checkoff Program.  Findings from this research were shared with the Joint Advertising Committee, which discussed the concepts and voted to pursue a new advertising campaign that centers on the idea that Beef is “The Undisputed Champion of Dinner-Time.”  The Committee decided on this approach because it places beef in its rightful place – as king of all proteins.  This concept was tested with consumers, who agreed with beef’s bold assertion that the protein can be viewed as “best” in terms of taste, eating experience and, with some added educational proof points, in terms of health and nutrition.

The Committee also reviewed recent efforts of the checkoff-funded “From Our Table to Yours/Rancher Campaign” that also began in 2010.  In 2012, this campaign continues to put a face on the beef industry, with ranchers and farmers telling consumers, in their own words, how they feel about their families, their ranches and way of life – and what it means to provide food for others.  These full page advertorials, which are negotiated to be free-of-charge to the checkoff, have appeared in 22 nationally distributed publications, including Cooking Light, Redbook, Woman’s Day and Food Network Magazine.  Some state beef councils also have adopted this advertising approach and included their own local ranchers in statewide advertising plans.

2012 Cattle Industry Summer Conference – Joint Advertising Committee Meeting Materials:

• Joint Advertising Committee July 27, 2012 Meeting AGENDA
• FY 2012 Advertising PROGRAM UPDATE
• Joint Advertising Committee Feb. 3, 2012 MINUTES
• Consumer Advertising FY13 Authorization Request - NCBA

2012 Cattle Industry Convention – Joint Advertising Committee Meeting Report: 

Terri Carstensen, Chair
Dan Hinman, Vice Chair

The Joint Advertising Committee met Feb. 3, 2012 at the 2012 Cattle Industry Annual Convention in Nashville, Tennessee to discuss the checkoff-funded national advertising efforts.  

The committee discussion focused on the current Beef Checkoff advertising campaign, called “Profiles,” including reviewing and discussing new print concepts, new billboard approaches and new “Rancher-Recipe” advertorial ideas for FY2012.  The checkoff-funded campaign, which debuted in FY2010, focuses consumer attention on specific beef cuts (e.g., T-Bone, Top Sirloin, Strip Steak) and communicates that these cuts not only taste great, but are lean and powerful sources of protein too. Six lean beef cuts executions will be added to the “Profiles” campaign in 2012, showcasing some family favorites and some popular, proven cuts: Filet Mignon, Flank Steak, 95% Lean Ground Beef, Round Steak, Strip Steak and Chuck Shoulder Beef Stew.  The photography showcases these beef cuts in their absolute best light.  Yum!  

The Committee also reviewed recent consumer market research findings on the “Profiles” campaign.  These results demonstrated the power of the checkoff’s “Profiles” campaign advertisements, as the ads worked to promote the superior taste of beef as well as delivered a strong message related to beef’s healthfulness.  In addition, consistent with previous year’s findings, consumers found the “power of lean beef” messaging both believable and motivating, as the vast majority of target consumers trust what the ads are saying and the ads’ information makes consumers more interested in beef overall (96%).     

The campaign utilizes a variety of media to reach consumers – Print, Radio, Online and on their mobile phones – and is the foundation for a state and national checkoff-funded integrated communications plan.  As more consumers continue to gravitate towards using digital platforms for news and entertainment (e.g., PCs, smartphones, tablets such as iPads, etc.), the checkoff’s consumer advertising program has placed a stronger emphasis on reaching consumers through these new, emerging and exciting online media outlets.  

Elements from the checkoff’s advertising campaign are also being leveraged across other program areas, such as public relations, retail marketing, food communications as well as through billboard, radio, online, print and event marketing supported by the State Beef Councils. 

Building upon the checkoff-funded “From Our Family to Yours/Rancher Campaign” that also began in 2010, the 2012 advertising program will continue to put a face on the beef community.  Beef ranchers and farmers tell consumers, in their own words, how they feel about their families, their ranches and their way of life – and what it means to provide food for others.  These full page advertorials, which are negotiated to be free-of-charge to the checkoff, are slated to appear in nationally distributed publications in FY12.  The checkoff, through media negotiations, garners around $1 million in free “bonus” media space in which to utilize the Rancher communication messaging.  This communication generated over 225 million impressions in FY2011 alone.  Some States have also adopted this pro-rancher advertising approach and have included their own local ranchers in state-wide advertising plans.

2012 Cattle Industry Convention – Joint Advertising Committee Meeting Materials:

• Feb. 3, 2012 Meeting AGENDA
• Joint Advertising Committee Program Update
• Aug. 3, 2011 Meeting Minutes
• FY2012 Approved Consumer Advertising Authorization Request

2011 Cattle Industry Summer Conference – Joint Advertising Committee Aug. 3, 2011 Meeting Report:

Terri Carstensen, Chair
Dan Hinman, Vice Chair

The Joint Advertising Committee met on August 3, 2011 at the 2011 Cattle Industry Summer Conference in Orlando (Kissimmee), Florida to discuss the Beef Checkofffunded national advertising efforts. The committee discussion focused on the Beef Checkoff advertising approach, called “Profiles,” including reviewing and discussing new print concepts, new billboard approaches, media plans and the proposed FY2012 Authorization Request. The Checkoff campaign focuses consumer attention on specific cuts (e.g., T-Bone, Top Sirloin, Filet Mignon) and communicates that these cuts not only taste great, but are lean and powerful sources of protein too.

The campaign utilizes a variety of media to reach consumers – Print, Radio, Online, Social Media and on their mobile phones – and is the foundation for a state and national checkoff-funded integrated communications plan. Elements from the advertising campaign are also being extended across other program areas, such as public relations, retail marketing, food communications as well as through billboard, radio, print and event marketing supported by the State Beef Councils.

The consumer education program was launched in May 2010 and continues today, appearing in 27 popular national publications, including Better Homes & Gardens, Sports Illustrated, Food Network Magazine and Men’s Health, and has been airing on radio stations across the U.S. this summer. The advertising program in 2011 also puts a face on the beef industry. Beef ranchers and farmers tell consumers, in their own words, how they feel about their families, their ranches and their way of life – and what it means to provide food for others. These full page advertorials, which are negotiated to be free-of-charge to the checkoff, appear in nationally distributed publications, reaching millions of consumers with a positive beef industry message.

Some States have also adopted this pro-rancher advertising approach and have included their own local ranchers in state-wide advertising plans.

2011 Cattle Industry Summer Conference – Joint Advertising Committee Aug. 3, 2011 meeting agenda 

2011 Cattle Industry Convention – Feb. 4, 2011 Joint Advertising Committee Meeting Minutes

2011 Cattle Industry Convention – Joint Advertising Committee Presentation

2011 Cattle Industry Convention – Joint Advertising Committee Meeting Report:

Feb. 4, 2011Terri Carstensen, Chair Weldon Wynn, Vice ChairThe Joint Advertising Committee met on February 4, 2011 at the 2011 Cattle Industry Annual Convention in Denver, Colorado to discuss the checkoff-funded national advertising efforts. The committee discussion focused on the current Beef Checkoff advertising campaign, called “Profiles,” including reviewing and discussing new print concepts, new billboard approaches and new “Rancher-Recipe” advertorial ideas for FY2011.  The checkoff-funded campaign, which debuted in FY2010, focuses consumer attention on specific beef cuts (e.g., T-Bone, Top Sirloin, Strip Steak, Filet) and communicates that these cuts not only taste great, but are lean and powerful sources of protein too.   Six new lean beef cuts will be added to the “Profiles” campaign in 2011, showcasing some family favorites and some newer cuts for consumers to add to their cooking repertoire: Round Tip, Tenderloin Roast, Brisket, Tri-Tip, Chuck Shoulder Pot Roast and Ranch Steak.   The Committee also reviewed recent consumer market research findings on the “Profiles” campaign.  These results demonstrated the power of the “Profiles” campaign advertisements, as the new ads were seen by consumers as having significant “stopping power” with its “mouthwatering” shots of lean beef.  In addition, consumers found the “power of lean beef” messaging both believable and motivating, as the vast majority of target consumers trust what the ads are saying and the ads’ information makes consumers more interested in beef (96%).    The campaign utilizes a variety of media to reach consumers – Print, Radio, Online and on their mobile phones – and is the foundation for a state and national checkoff-funded integrated communications plan.  Elements from the advertising campaign are also being leveraged across other program areas, such as public relations, retail marketing, food communications as well as through billboard, radio, online, print and event marketing supported by the State Beef Councils.Building upon the checkoff-funded “From Our Family to Yours/Rancher Campaign” that also began in 2010, the 2011 advertising program will continue to put a face on the beef industry.  Beef ranchers and farmers tell consumers, in their own words, how they feel about their families, their ranches and their way of life – and what it means to provide food for others.  These full page advertorials, which are negotiated to be free-of-charge to the checkoff, are slated to appear in nationally distributed publications (last year, this campaign reached over 25 million consumers with a positive beef industry message).  Some States have also adopted this pro-rancher advertising approach and have included their own local ranchers in state-wide advertising plans.

2011 Cattle Industry Convention – Joint Advertising Committee Agenda

2010 Cattle Industry Summer Conference – Joint Advertising Committee Minutes

2010 Cattle Industry Summer Conference – Joint Advertising Committee Meeting Presentation

2010 Cattle Industry Summer Conference – Joint Advertising Committee Meeting Report:

Joint Advertising Committee Meeting
July 31, 2010, Summer Conference
Denver, Colorado 

The Joint Advertising Committee met on July 31, 2010 at the 2010 Cattle Industry Summer Conference in Denver, Colorado to discuss the Beef Checkoff-funded national advertising efforts.  

The committee discussion focused on the new Beef Checkoff advertising approach, called “Profiles,” including reviewing and discussing new print concepts, new billboard approaches, new “Rancher-Recipe” advertorial ideas, media plans and the proposed FY2011 Authorization Request.  The new Checkoff campaign, which debuted this past summer, focuses consumer attention on specific cuts (e.g., T-Bone, Top Sirloin) and communicates that these cuts not only taste great, but are lean and powerful sources of protein too.  

Based on market research findings, consumers see the new Checkoff campaign as delivering relevant “new news” (e.g., T-Bone is actually a lean cut, as is Tenderloin, Sirloin, etc.) in a contemporary, eye-catching and “mouthwatering” way.  Further, the campaign’s linkage of 29 lean cuts to actual cut names works to bring the “power of lean beef protein” messaging to life for consumers in a clear and tangible way (e.g., “I love T-Bone and now that I know that it’s lean and healthy for me, I feel even better about eating it!”).  Importantly, this “new news” works to compel consumers to take action – including visiting the Beef It’s What’s For Dinner.com web site to “learn more about the other lean cuts” and to investigate the specific cuts at retail, now that consumers understand that the cuts that they already love are actually good for them too.  Print Checkoff ads also include mouthwatering, savory-looking, “beauty shots” of beef. 

The campaign utilizes a variety of media to reach consumers – Print, Radio, Online and on their mobile phones – and is the foundation for a state and national checkoff-funded integrated communications plan.  Elements from the advertising campaign are also being leveraged across other program areas, such as public relations, retail marketing, food communications as well as through billboard, radio, print and event marketing supported by the State Beef Councils. 

The consumer education program launched in May 2010 in 23 national magazines, including Better Homes, Parenting, Food Network Magazine and Men’s Health, and has been airing on radio stations across the U.S. this summer. 

The advertising program in 2010 also puts a face on the beef industry.  Beef ranchers and farmers tell consumers, in their own words, how they feel about their families, their ranches and their way of life – and what it means to provide food for others.  These full page advertorials, which are negotiated to be free-of-charge to the checkoff, appears in nationally distributed publications, reaching over 25 million consumers with a positive beef industry message.  Some States have also adopted this pro-rancher advertising approach and have included their own local ranchers in state-wide advertising plans. 

2010 Cattle Industry Summer Conference – Joint Advertising Committee Agenda

2010 Cattle Industry Convention – Joint Advertising Committee Meeting Minutes

2010 Cattle Industry Convention – Joint Advertising Committee meeting report 

2010 Cattle Industry Convention – Joint Advertising Committee Agenda

2009 Cattle Industry Summer Conference – Joint Advertising Committee Meeting Minutes

2009 Cattle Industry Summer Conference – Joint Advertising Committee Meeting Agenda

2009 Cattle Industry Convention -Jan. 30, 2009 Joint Advertising Committee Meeting Minutes

2009 Cattle Industry Convention – Joint Advertising Committee Meeting Presentation (ppt) (pdf) (For quicker download, use pdf version to view presentation)

2009 Cattle Industry Convention – Joint Advertising Committee Report for Jan. 30, 2009:

Glenda Flora, Kansas, Chair
Terri Carstensen, Iowa, Vice Chair

The Joint Advertising Committee met on January 30, 2009 at the 2009 Cattle Industry Annual Convention in Phoenix, Arizona to discuss the beef checkoff-funded national advertising campaign, “Powerful Beefscapes.”

Committee discussion focused on the progress of the campaign since its launch in January 2008. Producers who sit on the committee reviewed current market-research findings on the advertising, discussed the integration of the campaign across other state and national checkoff programs, directed new creative initiatives for FY09 and identified priorities for FY2010. 

Results from current market research show that consumers find the new ‘Beef. It’s What’s For Dinner.’ advertising memorable, impactful and effective, as the campaign communicates the checkoff’s “taste + health” messaging in an unexpected and eye-catching manner. 

The committee also discussed the strong role that state beef councils are playing in “getting the message out” to consumers, as many SBCs have integrated the new “Powerful Beefscapes” campaign into their state-focused efforts in creative and imaginative ways.  This integrated approach is critical as the power of the campaign becomes amplified and reinforced for consumers through these efforts.

The committee also reviewed, provided input on and approved new radio scripts, including one designed to motivate consumers to visit the popular “Beef. It’s What’s For Dinner” Web site for delicious beef recipes that both inspire and satisfy.

For FY2010, the committee’s priorities will be focused around two areas: “Directly associate with a healthy lifestyle,” and “Own protein in the minds of consumers.”  

2009 Cattle Industry Convention – Jan. 30, 2009 Joint Advertising Committee Agenda

2008 Cattle Industry Summer Conference, July 2008 – Committee Minutes

2008 Cattle Industry Summer Conference – July 2008 – Committee Report:

The Joint Advertising Committee met today at the Denver Sheraton hotel to discuss the new beef checkoff-funded national advertising campaign, “Powerful Beefscapes.”  The committee discussion focused on the progress of the campaign since its launch in January 2008 (including results from the consumer online survey and the media coverage on the campaign’s new voice) and plans for FY09.  

The committee discussed the results from the consumer online survey, which showed that consumers find the new ‘Beef. It’s What’s For Dinner.’ advertising memorable and unique.  Consumers associate the new advertising with beef as a strong, healthful protein, and they report it evokes their desire for beef leading to increased interest in buying our product.  Of the consumers who have seen the advertising, 80 percent say the ad stays in their mind, 89 percent say it reminds them that beef is a great source of protein, and 81 percent say it makes them feel like eating beef more often.  

The committee also discussed the exciting news coverage that the campaign has recently generated, including articles appearing in major consumer media such as People and Us Magazine online.

The committee also reviewed, voted on and approved three new creative concepts that will be developed into new print advertisements.  One of the concepts will feature lean ground beef while the other two executions will showcase lean cuts.

Discussion on the FY09 planning centered on the budget cuts facing the beef checkoff overall and on the advertising program in particular.  The committee reviewed plans for media expenditures for FY09, which will center on national print and radio advertising.    

2008 Cattle Industry Summer Conference – Joint Advertising Committee - Committee Agenda  

2008 Cattle Industry Convention – Joint Advertising Committee – Feb. 8 Meeting Report:

The Joint Advertising Committee had an very productive and positive meeting. The Committee recapped FY07 achievements and consumer testing results. Then spent the bulk of time discussing the positive and enthusiastic consumer, retailer, SBC and media response to the new communications campaign called “Beefscapes”. We brainstormed on what we need to acheive for the upcoming Grilling Season radio flights, which will debut in May 2008. Finally, we discussed planning for FY09, including our timeline moving forward, issues to address and the Planning Factors voting exercise. The bottom line: the Committee is thrilled that the new campaign is creating a strong impact in the marketplace, working hard to help consumers feel good about eating the beef they love.

2008 Cattle Industry Convention – Joint Advertising Committee - Meeting Agenda

2007 Cattle Industry Summer Conference – Committee Agenda

2007 Cattle Industry Annual Convention – Committee Minutes

2007 Joint Advertising Committee Meeting Report, February 2007:

After reviewing 2006 results, the committee discussed brand enhancement research findings to date as well as the possibility of moving to one campaign in 2008.

Six new grilling spots were introduced and media options were debated.

All are looking forward to seeing new creative at the summer meeting when the research has been completed.

2007 Cattle Industry Annual Convention – Committee Agenda

2006 Cattle Industry Summer Conference – Joint Advertising Committee Meeting Report:

The Joint Advertising Committee met here in Reno today and reviewed the 2006 media plan for the checkoff, as well as creative, added-value, and media results.

Next, the committee discussed 2007 planning factors, including various research efforts, protein category advertising, spending and creative, budget and timing.

Finally, the committee recommended approval of an “Authorization Request,” or proposal for checkoff funding to support Fiscal Year 2007 advertising plans submitted for contract by the National Cattlemen’s Beef Association. Revisions may be forthcoming, pending results of brand enhancement research prior to the Beef Promotion Operating Committee’s review of the Authorization Request at its meeting in September.

2006 Cattle Industry Summer Conference – Committee Meeting Minutes

2006 Cattle Industry Summer Conference - Committee Agenda

2006 Cattle Industry Annual Convention – Committee Minutes