National Cattlemen’s Beef Association campaign

National Cattlemen’s Beef Association campaign

Beef, it's what's for dinner

Formed in 1898, the National Cattlemen’s Beef Association (NCBA) is the marketing and trade association for America’s cattle farmers and ranchers. Representing more than 175,000 cattle producers and feeders, NCBA works to advance the economic, political, environmental, and social interests of the U.S. cattle business and to provide high-quality, nutritious beef to consumers worldwide.

The challenge: Beef is losing relevance in a crowded protein market. NCBA sought to revitalize beef’s image and drive preference, using Tony Romo to make a meaningful, lasting connection with consumers.

The way in: Leverage Tony Romo’s all-American appeal to position beef as “The MVP of Meals”–versatile, convenient, and essential. Draw parallels between Romo’s game-winning strategies and beef’s role at the table, creating a campaign that works nationally and can be localized for state markets.

 

Tony makes the call

Doctors. Teachers. Lawyers. In just about every area of life, there are people we look to for importance guidance. And when it comes to beef, who is more trustworthy than your friendly, neighborhood butcher? With an eye for the finest cuts and a head full of nutritional value, fun facts and delicious details, meat cutters are the protein connoisseurs of the local supermarket. In this campaign, Tony Romo (Mr. Know-it-all of the NFL), plays the role of a butcher block clerk, dishing out his knowledge on all things beef.

 

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