The National Cattleman's Beef Association, Chicago, will spend $25 million starting next month on an integrated marketing campaign. The effort from Leo Burnett
USA includes a $10 million network TV, cable and print campaign breaking Jan. 18 that revives the "Beef. It's what's for dinner" theme. The remainder will be spent in promotion, retail partnerships, co-marketing and public relations. The ad executions will focus on the concept of 10 minutes as the amount of time for preparing a beef dinner.
Copyright December 1998, Crain Communications Inc.