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Changing Minds And Markets

BEEF...It's Just Freaky

Beef_sea Recently the Beef Checkoff folks released their latest marketing campaign, "Powerful Beefscapes".  It replaces the long time and successful "Beef It's What's For Dinner" campaign with surreal photos depicting meat as...geological formations?

Centennial, Colorado (home of the National Cattleman's Beef Board) must have been invaded by New Yorkers or folks from California.

Advertising agencies love creative approaches.  We tend to be "quirky" folks who balance between what you see and what we might like you to see.

Sometimes we drift outside of reality.

This is one of those times.

I'm not sure I want to see my steak as the "7th Hole at Pebble Beach" (above)...I want it on the grill.

Beef_beach Taking a bite out of what looks like Big Sur in California or what is called, "Moroccan-Style Beef Kabobs with Spiced Bulger" just doesn't ring right.  Know what I mean?  Besides...the sand will make it gritty.


Now there's a word that can describe the time tested voice of Sam Elliott who for years has been the trademark sound of "Beef It's What's For Dinner".

Sure, it's been around for awhile but every time you heard "the voice" it was like the chuck wagon cookie just hollered..."Supper's Up!"  It was a the cattleman...the independence...the open spaces it was the IMAGE. 

But, maybe that was the problem...folks in California and New York haven't got a clue what that's like.

Michael P. Libbie - Insight Advertising, Marketing & OK...we just don't get it this time.  And what the heck is "Bulger"?