National Cattleman's Beef Association

Paige Miller, Exec. Dir. - Advertising
Mark Thomas, VP - Consumer Mktg.

Leo Burnett USA *Lead Agency

Kevin Butler, Art Supervisor
Kerry Stranman, VP- Planning Dir.
Lori Hawthorne, VP- Account Dir.
Elena Siegel, Account Exec.
Jonathon Hoffman, EVP- Exec. Creative Dir.
Jim Bosiljevac, Copy Supervisor

Starcom MediaVest Group

While the Beef industry had recently reversed a 20 year decline in demand by celebrating the nutritional benefits and convenience of eating Beef, the continued economic recession presented the cattle industry with a new threat . . . consumer beef prices skyrocketed to record highs in 2003. The refreshed 2003 campaign was designed to reassert Beef as the "King of Meals" and fuel the passion for eating Beef among Beef Lovers. Results from this campaign demonstrate evidence that the advertising ignites Beef passion among consumers inspiring them to continue purchasing beef despite record high consumer prices, thereby helping to increase demand in 2003.