During a time when sales of middle meats are traditionally slower, the checkoff’s food and nutrition communications team is gearing up to capitalize on a month that boasts many familiar holidays and special occasions. Thus, the beef checkoff is initiating an “I Heart Beef” campaign.

The program was specifically designed to help strengthen interest in beef middle meats by reminding consumers of their passion for great steaks like the T-bone and tenderloin. Not only that, but February is Heart Health Month.

The checkoff-funded consumer survey used as a foundation for the campaign found:
• In this month of romance, beef is the preferred choice of Americans (62 percent) because nothing says love like a great steak dinner for Valentine’s Day.
• Americans associate steak as a “best match” for love (44 percent), romance (42 percent) and passion (41 percent)—more so than other high-end proteins.
• When it’s time to share that Valentine’s Day meal, beef wins. A ribeye (35 percent) or T-bone steak (32 percent) are chosen as the best meal to share with a significant other.
• Americans most often associate beef with celebrations (50 percent), compared to chicken (18 percent), pork (17 percent) or fish (15 percent).
• Sixty-two percent of Americans say they choose to prepare beef if they are looking for gratitude or appreciation from their dinner partner.
• Fifty-three percent of Americans identify filet mignon as the food most associated with candlelight romance and 50 percent of Americans think filet mignon is the best way to say “I love you.”

The campaign includes numerous media outreach components, online and electronic communications, and communications and a recipe contest geared toward registered dietitians, encouraging them to share their love for lean beef.

For more information, visit MyBeefCheckoff.com.