Beef-Marketing Group Goes Big on Digital, Taps R/GA
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R/GA’s Chicago office has been named the lead agency for Beef Checkoff, the program that beef farmers and ranchers contribute dollars to in order to fund marketing for the beef industry.
Publicis Groupe’s Leo Burnett had the business since 1992, and was responsible for the well-known “Beef. It’s What’s for Dinner” tagline, which came out the same year Burnett won the business and remains the tagline to this day. Leo Burnett stopped working with the group in September, and did not participate in the review.
Interpublic’s R/GA will be responsible for all creative and media planning and buying, and will be responsible for reaching older Millennial consumers through an increased focus on digital. The “Beef. It’s what’s for dinner” website already has content on it, including a number of recipes, as well as nutrient information.
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