Cattlemen cut spending

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The National Cattlemen's Beef Association is sharply paring its spending this year from $20 million to $13.5 million, even while launching a new national effort to break Aug. 4 from Leo Burnett USA, Chicago. The group, which spent about $28 million a few years ago, is shifting from advertising beef itself to pushing branded beef and value-added, pre-cooked beef products at retail. The tagline of the new campaign will shift from "Beef. It's what's for dinner," to "Beef. It's what you want."

Copyright July 1997, Crain Communications Inc.

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