Franklin, TN (January 14, 2008) - The Beef Checkoff Program is strengthening its award-winning advertising campaign by building on the core equities consumers recognize and love about beef. Powerful Beefscapes is a fresh iteration of the successful “Beef. It’s What’s for Dinner” campaign, which is one of the most recognizable taglines in advertising history. In fact, approximately 88 percent of Americans instantly recognize the slogan.

 This bold and visually stunning campaign meets the challenge of staying relevant to today’s consumer while remaining true to the brand. “Consumers have a unique passion for beef, and they should feel good about loving this protein.” said Kim Essex, vice president of brand strategy and communication, National Cattlemen’s Beef Association (NCBA). “With Powerful Beefscapes, we hope to reinforce consumers’ passion for beef and the protein body benefits it provides.”

 Previously, the Beef Checkoff Program had split its resources between two separate campaigns, one focusing on beef’s nutritional profile and the other on consumers’ passion for beef. However, consumers are looking for foods that satisfy their cravings and deliver good nutrition. Research with consumers indicated that a single campaign could live at the intersection of what drives consumers’ protein selection: the eating experience and how protein fuels the body.

 The first print advertisement will hit the pages of Fitness magazine’s February issue (on stands in early January), and additional consumer magazines, such as Cooking Light, People and Parents soon thereafter.

New radio creative will begin airing on national radio beginning January 21^st. The campaign change will be signaled by a new and distinct campaign voice that embodies the qualities unique to beef: passion, protein and strength. The famed “Beef. It’s What’s for Dinner” tagline and Aaron Copland’s familiar “Rodeo” music will remain a part of the campaign.

Visit www.BeefItsWhatsForDinner.com to discover the power of protein in the land of lean beef, view each of the print ads, new corresponding recipes and hear the new radio advertising.