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The National Cattlemen’s Beef Association aims to educate consumers–primarily women–about the health benefits of beef in its latest round of advertising from Leo Burnett.
The campaign, which breaks today, draws upon research that showed women were unaware of the health benefits of beef, said NCBA representative Alisa Harrison.
“There were a lot of misperceptions about beef,” she said. “We found [women] were looking to other foods [to meet] those nutritional needs.”
One of the television spots depicts two burly businessmen in a steak house booth.
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