According to recent research, the checkoff funded beef ads in magazines and on television are "moving the needle" with consumers. About 87 percent of consumers recognize the "Beef. It's What's for Dinner" ads, which is 20 percent more than recognize chicken advertising, according to the Cattlemen's Beef Board.

The checkoff funded ads fuel already strong passion for beef, the research showed. Seventy two of those surveyed who have seen the television and print ads thought beef was "the best protein" versus 48 of those who did not see the ads. ©