The National Cattlemen’s Beef Association, the organization behind “Beef. It’s What’s For Dinner,” has a new tag line to go with a new marketing campaign.
“Keep Sizzlin’” is the name of the new collection of digital ads from the Denver-based association.
Ads cover the full gamut of ways of preparing beef, including grilling, smoking, stir-fry, sous vide and cast iron.
The new campaign is inspired by the success of the original "Sizzle" video, which caught the attention of consumers by stimulating their eyes and ears with the satisfying look and sound of a juicy strip steak crackling and popping as it cooked to perfection, according to the association.
The video has been viewed more than 2 million times and become a fan favorite. Lasting just longer than three minutes, viewers are mesmerized, watching the video an average of two minutes and 21 seconds. More than 500,000 viewers have watched the video in its entirety.
"The original 'Sizzle' video captures the pleasure of the beef cooking experience through sight and sound," says Season Solorio, the association’s senior executive director for brand marketing and communications. "Following the success of the original video, capturing additional "sizzle" moments that create the mouthwatering experience beef-lovers crave was the next step."
The new advertisements also have an educational component leading consumers to the cooking lessons section on BeefItsWhatsForDinner.com where they can learn everything they need to cook the perfect beef meal.
The new "Keep Sizzlin'" videos will anchor the Beef. It's What's For Dinner. advertising efforts and utilize the slogan "Nicely done, beef." This new approach is meant to appeal to today's older millennial consumers by highlighting the one attribute that consumers say distinguish it from other protein options: Beef's great taste. The mouthwatering fun will continue through 2019 – so keep an eye out for more beef inspiration around the holidays.