Radio commercials for “Beef. It’s What’s For Dinner.” will appeal to a younger crowd after replacing Texas-born Matthew McConaughey in favor of a younger actor who grew up on a Minnesota cattle ranch.
Michele Murray, consumer marketing executive director, for the National Cattlemen's Beef Association said the beef checkoff’s new “Above All Else” campaign features actor Garrett Hedlund in an effort to appeal to older millennial and Gen-Xers, aged 25 to 44, interested in health and nutrition.
Hedlund’s background growing up on a cattle operation in Minnesota pairs the experience of a kid raised on a cattle operation with star power from his roles in action movies including Troy, Friday Night Lights and Tron Legacy. Hedlund also played a rising young country star opposite Gwyneth Paltrow in Country Strong.
The new radio spots will continue to use Aaron Copeland’s “Rodeo” music, and will run on online radio stations like Pandora and video websites, including Hulu. Print ads focusing on the nutritional benefits of beef will appear in monthly national magazines with an emphasis on food, health/fitness, parenting, lifestyle and men's sports.
In a previous release, the beef checkoff has recognized Millennials as a research priority for the beef industry. A checkoff-funded study found Millennials enjoy beef and can identify the nutrition benefits, but have limited knowledge relating to shopping for, and preparing beef.