The strikingly visual print ads tell consumers to “Discover the Power of Protein in the Land of Lean Beef.” In these ads, photographs of tantalizing beef cuts were used to create various American landscapes, such as mountains, beaches and plains. I’m sure you’ll recognize one when you see it.

This fresh iteration of the original campaign is called Powerful Beefscapes. It continues to use one of the most recognizable taglines in advertising history. In fact, about 88 percent of Americans instantly recognize the BIWFD slogan and many will even start humming the campaign’s rousing Rodeo music. The new campaign keeps those elements.

The previous campaign, while successful for years, divided checkoff dollars between two messages: enjoyment and nutrition. The new campaign delivers both these messages in one, making it possible to reach more consumers with beef’s promise.

Source: Agriview