CHICAGO, 111. “Beef. Real
Food for Real People” received
national recognitions from
“Advertising Age” magazine and
the National Agri-Marketing
Association.
“Advertising Age,” a leading
publication for the advertising
industry, selected the beef indus
try “Manhattan, Montana” spot as
the top food commercial produced
in 1989. The publication reviewed
more than 1800 commercials to
select the best in 13 categories.
The beef spot was one of five
finalists in the food category.
Some of the other winners in their
categories included Nike, United
Airlines, American Express,
Pcpsi-Cola, and Energizer batter
ies.
Bob Garfield, editor-at-large
for the publication, said, “Beef has
a tough sell these days. But
instead of trying to argue the case
of beef, the industry went for
image advertising. It was very
charming, disarming ... very sur
prising. The mistaken city identi
fies work very well. And we think
it made you feel better about beef
after you saw it.”
“Advertising Age” said the beef
industry commercial was selected
not only for its creativity, but also
for achieving its marketing
What Do You Need?
Beef Industry Captures
objectives
Beef checkoff-funded programs
also dominated the producer
funded categories at the “Best of
NAMA” awards competition dur
ing the National Agri-Marketing
Association convention earlier
this week in St. Louis. Three pro
grams received first place awards
and three progiams received
merits.
The beef industry advertising
campaign “Beef. Real Food for
Real People” was selected as the
lop producer-funded advertising
campaign for the second year in a
row. It was also one of six finalists
in the “Best of Show” competi
tion.
For the second time, a checkoff
funded program captured top hon
ors in the influencer category. The
“Munchsters Talk About Food,” a
preschool education program, was
awarded first place. Public rela
tions efforts with the foodservice
industry on behalf of the beef
industry was also a first-place
recipient in the producer-funded
public relations category. All four
public relations finalists in this
category were beef checkoff
funded programs.
The “Best of NAMA” awards
competition is conducted to recog
nize creative excellence in agri-
cultural marketing and advertis
ing. According to the National
Agri-Marketing Association, the
finalists in this competition truly
are “the best of agriculture.” There
were 922 finalists in more than 50
categories in this year’s competi
tion.
“Prime Time A News
Update for the Beef Industry,”
which is a producer communica
tions project funded by the Beef
Board, received two merit awards.
The National Beef Cook-Off vid
eo news release also received a
merit award in the competition.
“To be recognized by your
peers as one of the best in the busi
ness is truly gratifying,” said Beef
Industry Council Chairman Polly
Owen, an Oregon cattle producer.
“We work very hard at these pro
grams to make sure they’re doing
what producers want them to do,
but also, we want them to have an
impact on consumers and their
attitude toward beef.”
Owen says, “All the programs
funded by die checkoff are thor
oughly researched and evaluated
for their effectiveness, the ‘Best of
NAMA’ awards competition and
the ‘Advertising Age’ award are
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Top Awards
just one form of evaluation that
says we’re on the right track.”
Promotion, education, consum
er information, and producer com
munications are checkoff-funded
WARREN (Warren Co.)
Three teens were awarded $2OO
scholarships from the Warren
County Cooperative Extension
Family Living Advisory Commit
tee on May 2, at the annual Spring
Event, as part of the extension’s
75th anniversary celebration.
Tammy Kireta of Russell,
daughter of Mr. and Mrs. George
Kireta, is a senior at Eisenhower
High School. She plans to study
elementary education at the Cla
rion University.
Jennifer Scott of Bear Lake,
daughter of Mr. and Mrs. Gilbert
Scott, also of Eisenhower High
School, plans to attend Grove City
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programs managed on behalf of
producers and importers by the
Beef Industry Council of the Meat
Board, a federation of 44 state
beef councils that works to build
demand for beef.
College to study music education.
Larry Wilkinson, son of Mr.
and Mrs. Larry Wilkinson, Sr. of
Spring Creek, is a senior at Corry
High School and plans to study
electrical engineering at Geneva
College.
According to Phyllis Wright,
extension home economist, funds
for the scholarship were raised by
extension women through sale of
handcrafted items, household
items, plants and pies.
Members of the scholarship
committee are Doris Labowski of
Sugar Grove, Naomi Urbanik of
Pittsfield, and Melinda Burke and
Joyce Brown of Russell.