After a beef checkoff campaign this February that had more than 95 million media impressions, the folks behind the "I Heart Beef" effort are encouraging beef producers to continue to spread the love in March and share the positive word about cattle production and beef as a healthy addition to a balanced diet. Melissa Slagle, trade media manager for the Cattlemen’s Beef Board (CBB), along with Karli Freeman and Michele Peterson Murray with the National Cattlemen’s Beef Association (NCBA) told me in a recent conversation that the campaign has been a true success, and they hope the theme will continue now that the month of love has come and gone.
“The ‘I Heart Beef’ campaign started as a public relations tool to ignite the conversation about America’s love for beef,” said Freeman. “This program was designed to help drive demand for beef middle meats during a historically slow time of year for beef sales by elevating consumers’ passion for great steaks like the T-bone and tenderloin. A secondary emphasis of this program was to help generate more awareness that lean beef is good for your heart, especially in light of February being American Heart Month.”
“The “I Heart Beef” message is universal in its appeal throughout the year. Even though the month of February has come and gone, producers’ love of beef doesn’t end,” said Peterson Murray. “We learned consumers say beef is their number one choice for everyday occasions like tailgating, cold nights, grilling out, and date nights. Producers can continue to share their love for beef through social media outlets such as Facebook and Twitter.”
“The beef checkoff truly belongs to every beef and dairy farmer and importer who pays the $1-per-head investment,” said Slagle. “Every time a farmer pays, they are funding crucial programs that secure the future of the beef industry. The checkoff talks to consumers about stewardship and production systems, the nutrition and health benefits of beef, and defends the industry and its reputation. When ranchers can’t be everywhere, their beef checkoff can through programs like the “I Heart Beef” campaign.”
So, if you could share one message with consumers today, what would it be? I hope you will all continue to share your love for beef in March and beyond. Leave your messages in the comments section below.