12/14/2017

A Beef Brand Revamp

NCBA proclaims 92 percent of consumers say that beef is great tasting

Stumped on what to serve this holiday season? The National Cattlemen’s Beef Association (NCBA) 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. "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.

Please click here to read the complete article from Associations Now.