Beef. It's Ready for Branding - New Campaign Has Consumer Focus But Smaller Media Budget

CHICAGO-The National Cattlemen’s Beef Association is changing its strategy and its advertising message in a continuing effort to increase beef consumption.
TV spots created by Leo Burnett, Chicago, that begin airing today carry the theme “Beef. It’s what you want.” That’s a modest shift from the wording of its past theme-“Beef. It’s what’s for dinner”-but it represents a significant marketing shift, executives of the trade association said.
“We’re trying to act as a catalyst for making all stages of the chain, from producers and feedlot operators to retailers, focus on one single target: the consumer,” said Mark Thomas, NCBA vice president for new marketing initiatives.