National Cattlemen's Beef Association: Beef: It's What's For Dinner! campaign

Robert Schnakenberg

Beef is America's most popular meat, consumed to the tune of 63.5 pounds per person annually in 1997, compared to 49.6 pounds for chicken.

National Cattlemen's Beef Association: Beef: It's What's For Dinner! campaign

Robert Schnakenberg

Overview

Beef is America's most popular meat, consumed to the tune of 63.5 pounds per person annually in 1997, compared to 49.6 pounds for chicken. This would seem to indicate a robust market for red meat and little apparent need for a massive advertising campaign. But the raw numbers do not tell the whole story in this case.

The beef market share hit a high in the 1980s of 53 percent. But the industry was soon buffeted by consumer health concerns about beef consumption as well as increased...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands