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“Controversial ad campaigns is just what the Beef Council wants,” argues Dr. Lee Renaldo of Columbia University. A point that BEEF Council Spokesman M.W. Shirley does not argue with. “Studies have shown that high volume beef consumers (50+ lbs yearly) enjoy the carnivorous and predatory nature of eating beef and as opposed to the other meats,” states Shirley.
As a result the Beef Council, under the advisement of the advertising giant King International, opted for a more primal feel to this years print campaign. And preliminary numbers show they just may have caught the bull by the horns. Beef sales are up 13 percent from last quarter. Though it should be noted the new print ads are only being tested in the fall issues of Sports Illustrated and The New Republic where the readership is predominantly older, male, and Caucasian.
Jade Bos of LPP for The Daily Noose