Advertisers to rebrand beef as health food.

I wish I could go on a beefscape.... From AdWeek:

The nation’s beef producers want consumers to think "lean protein," as they launch a major ad campaign this week.

Known as the Beef Checkoff Program, the group is running print ads that pitch beef as a good source of protein and the variety of lean cuts it offers. Appropriately, the ads will carry the tagline: “29 lean cuts. One powerful protein.”

An ad for T-bone steak, for instance, shows a mouthwatering shot of the beef alongside grilled vegetables. “When all the steaks get together, they call this one boss,” the ad copy reads. This ad, along with others touting beef filets, ground beef, and top round, appear in this month’s issues of magazines like Bon Appetit, Cooking Light, Men’s Health and Self. Radio spots are also launching mid-month.

The Chicago office of Publicis Groupe-owned Leo Burnett handled advertising duties. Starcom is the Beef Checkoff Program’s media buying agency.

This is the first major campaign for the Beef Checkoff Program since its 2008 effort, dubbed “Beefscapes,” which touted beef as a good source of protein. Now, the group is focused on educating health-conscious consumers, said Kim Essex, svp, marketing at the National Cattlemen’s Beef Association, the organization that manages and executes the Beef Checkoff Program’s marketing plans.

“We’re on a storytelling journey with our ‘Beef. It’s what’s for dinner [campaign],’” Essex said, referring to the group’s iconic tagline. “We’re keeping those equities that are really recognizable to us,” but at the same time, stressing the lean side of beef, she said.