Beef checkoff creates two new online video commercials
May 17, 2012
Two new checkoff-funded “Beef. It’s What’s For Dinner.” online advertising video commercials made their world debut this week.
The first spot called “Island” is full of sizzle and beauty shot that brings our hero – beef – to life. The intended message – that lean beef has the power to elevate the everyday – comes through in a clear and engaging way.
“We know people miss seeing beef commercials on television, but our checkoff dollars don’t buy what they did 25 years ago,” said Dan Hinman, vice-chair of the checkoff’s advertising committee and feeder/stocker from Emmett, ID. “We know that consumers are watching TV, but now there’s an online element to that experience. We know consumers are engaged with their normal TV programming by visiting Web sites after the show is over, following Twitter feeds during the show, and friending their favorite show’s Facebook page. That’s why the advertising committee recognized and supported the need to have a presence online as an extension of the current checkoff print advertising.”
The second spot called “Invitation” features a new child star who convincingly and earnestly conveys the message about beef. The spot’s message – that lean beef has the power to bring people together – is a feel-good message that will surely resonate well with consumers. Both 30-second and 45-second versions were developed. The 30-second spot will be used on ABC.com and the 45-second version will be used on social media sites (Facebook, Twitter, YouTube, etc.).
The new commercials can be seen on ABC.com throughout the top 10 ABC Network programs that score high against adults age 25 to 54. Programming will include shows such as: The Bachelorette, Castle, Grey’s Anatomy, Happy Ending, Last Man Standing, Modern Family, Once Upon a Time, Private Practice, Revenge and Suburgatory. The two spots will also be shown via a two-month long sponsorship of the “Moments” sections of Modern Family and The Bachelorette, a popular feature on ABC.com.
“We hope to generate at least 10 million U.S. impressions via ABC.com and Hulu,” said Hinman. “Cutting through the clutter of what consumers see online and on TV is a challenge, but we feel that these two commercials will really have a positive impact for the image of beef.”
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