29 Lean Cuts. One Powerful Protein.


The new “Beef It’s What’s For Dinner.” consumer advertising campaign is premiering this month with an emphasis on helping Americans become more familiar with the lean cuts of beef. With a “29 Lean Cuts. One Powerful Protein.” tagline, the new campaign will feature the nutritional benefits and versatility of six lean beef favorites: T-Bone steak, Filet, Top Sirloin, Strip steak, Top Round and 95 percent Lean Ground Beef.


According to the Beef Checkoff, it may surprise Americans to know that 63 percent of all beef muscle cuts available at grocery stores are lean. In fact, 15 of the top 20 most popular beef cuts at the grocery store fit that description.

The new print advertisements for the Beef Checkoff feature plated shots of beef with homage to each cut’s personality. For example, the T-Bone advertisement zeroes in on a beauty shot of the steak and points out: “When all the steaks get together, they call this one boss.” The ad for the Filet Mignon, also known as the Tenderloin, reassures you that “’mignon’ is just fancy talk for mouthwatering.”


The print advertisements will appear in monthly national magazines with an emphasis on food, health/fitness, parenting, lifestyle and men’s sports. Radio spots on nationally syndicated radio shows and satellite radio, combined with an outdoor advertising campaign in select markets, will follow shortly after the print ads launch.

Through their efforts, the folks at the Beef Checkoff say that it is clear that lean beef is important to Americans when you consider that 69 percent of consumers say buying lean cuts of meat is the most important thing to consider when shopping for food.


Lean beef is an excellent source of protein, with a 3-ounce serving providing 51 percent of the recommended daily value in less than 180 calories.


“Most Americans are surprised to learn there are 29 cuts of beef that qualify as lean. In fact 70 percent of consumers are not aware one of their favorite steaks, the T-Bone, is lean,” said Kim Essex, senior vice president for the National Cattlemen’s Beef Association, which contracts to manage advertising programs for the Beef Checkoff. “This campaign sheds light on the variety of lean beef choices out there, as well as how they can be a part of a delicious family meal.”


For more on the campaign and recipes, visit www.beefitswhatsfordinner.com.

Source:  The Beef Checkoff

Posted by Haylie Shipp


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