Texas Beef Council Turns Focus to Younger Eaters--Is It Still for Dinner?
It has been 22 years since the racing violins and xylophonic beats of composer Aaron Copland’s “Hoe-Down” from his ballet “Rodeo” poured out of television sets, making "Beef. It's What's for Dinner." one of the most recognizable advertising campaigns of the early 1990s.
Since then, public affection for beef — and traditional television — has waned, particularly among members of the millennial generation, who are less inclined to eat meat and more likely to encounter advertising on phones and computer screens.
In Texas, where cattle are almost as important to the state’s image as its economy, beef producers are trying to grasp both horns of that dilemma.
After a dinner of beef brisket on a warm fall evening in north San Antonio, members of the Texas and Southwestern Cattle Raisers Association sat back and listened to Jason Bagley of the Texas Beef Council outline how the trade group is moving away from print, television and radio ads.
Read more: http://www.texastribune.org/2014/11/16/texas-beef-council-turns-focus-younger-eaters/
