Promoting Beef Through a Recognized Brand

The National Cattlemen’s Beef Association is a proud contractor to the Beef Checkoff. The work NCBA conducts on behalf of U.S. farming and ranching families is focused on the areas of Consumer Information, Promotion, Research and Industry Information. Programs from Promotion are highlighted here. 

The Promotion Authorization Request delivers content directly to consumers on behalf of the Beef Checkoff through the Beef. It’s What’s For Dinner. brand. Launched in 1992, the brand remains the cornerstone of the beef industry’s consumer marketing efforts. As a widely recognized and trusted resource, it inspires and educates consumers on all things beef. Marketing efforts focus on four strategic cornerstones — trust, ease, taste, and well-being — each aligned with the primary drivers of consumer demand. 

Marketing and advertising efforts must break through the clutter and reach consumers with a surround sound approach. To do this, the two core components of the Authorization Request (AR) — Beef. It’s What’s For Dinner. marketing content and consumer advertising and social media — must work together hand-in-hand to ensure each Checkoff dollar is optimized.