Beef Industry Beefs Up Ad Campaign

The beef industry isn’t satisfied with simply telling consumers “what’s for dinner.” In a new ad campaign, beef producers hope to appeal to people’s deep-down craving for a good steak.

“Beef. It’s What You Want” is the new slogan developed for a yearlong television and radio ad campaign by the National Cattlemen’s Beef Association. It will replace the “It’s What’s For Dinner” campaign that has run since 1992.

“These ads get to the emotional level of eating beef, while our previous campaign focused on the functional aspect of meal planning and preparation,” Monica Eorgoff, advertising director at the cattlemen’s association, said Tuesday.

In one spot, a man desperately attempts to grill a final steak as a giant meteorite streaks toward earth. Another one shows a rotisserie chicken longing to be as popular as a steak.