The new "Beef. It's What's For Dinner." consumer advertising campaign will highlight 29 lean cuts of beef, according to the National Cattlemen's Beef Association. With a tagline, "29 Lean Cuts. One Powerful Protein." the ads will highlight the nutritional benefits and versatility of six lean cuts: T-bone steak, filet, top sirloin, strip steak, top round and 95% lean ground beef.


Print ads feature plated shots of beef and speak to the personality of each cut. Ads will appear in national magazines and syndicated and satellite radio shows. Outdoor ads will also appear in select markets soon.