With Beef Production Projected to Increase; Marketers Go After Millennials

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The “Beef. It’s What’s for Dinner” slogan is back!

Earlier this month, the beef industry released a social-media campaign ending with its throwback slogan, first introduced almost 25 years ago.

The online-only campaign from the National Cattlemen's Beef Association is said to be “aimed at millennials that have childhood memories of the slogan and want to know more about their food,” according to “The Wall Street Journal.”

Something that is interesting about the commercial is how the old nursery rhyme, “Old MacDonald Had a Farm,” serves as inspiration for the narration of the video while the storyline is modernized to give a behind-the-scenes look to how technology is helping farmers do their job today.

“The association revived the campaign to appeal to young consumers—especially millennial parents—who want to know the origins of their food, while playing homage to the beef brand,” Alisa Harrison, senior vice president of global marketing and research at the Beef Association told “The Wall Street Journal.”

According to the U.S. Agriculture Department, high prices, health concerns, and the availability of time-saving products like boneless, skinless chicken breasts have contributed to a decline of beef consumption in the U.S. in the past decade, but the government organization projects there will be an increase in beef production which will lower prices and boost consumer demand.

Prime Ribeye beef

With trendy fast casual concepts glorifying craft burgers and barbecue becoming a movement on its own, where meat smoking has come to be considered an art form, it’s looking promising for the beef industry.

The Beef Association is consolidating their resources to maximize their shrunken marketing budget, which is tied directly to how many cows are sold. A number that has been down due to the increased meat being produced from one animal due to “improved genetics and nutrition,” an association spokesman told “The Wall Street Journal.”

Will these marketing efforts be enough to get millennials back to eating more beef at home? 

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