2007 SILVER

AGRICULTURAL, INDUSTRIAL & BUILDING

LEADER OF LEAN

BEEF, NATIONAL CATTLEMEN'S BEEF ASSOCIATION

Mark Thomas, VP - Consumer Mktg.
Paige Miller, Executive Dir. - Advertising
Mary Young, Executive Dir. - Nutrition

LEO BURNETT USA

Ruthie Feinstein, VP - Account Dir.
Kerry Stranman, VP - Planning Dir.
Katie Newman, Account Executive
Julie Scelzo-Fitzpatrick, VP - Creative Dir.
Desmond Lavelle, VP - Creative Dir.
David Schermer, Copywriter
Anny Gary, SVP - Group Account Dir.
Andrew Meyer, EVP - Group Creative Head
Noel Haan, EVP - Group Creative Head
Pablo Luzzi, Art Dir.

STARCOM WORLDWIDE

Gail Fujisawa, SVP - Media Dir.
Brooke McCaughrin, Associate Media Dir.
Meghan O'Keefe, Media Associate
Hilary Witzleben, Media Supervisor

Beef, once America's favorite meal, faced dramatic erosion in consumption, due to chicken's perceived nutritional and price advantages. Targeting skeptical Beef lovers, the 2006 campaign challenged Beef's unhealthy reputation while fueling passion for its superior taste. The big idea: cut through the bull and dish up the truth. Beef is a lean leader, and we've got 29 low-fat cuts to prove it. Candid headlines, sumptuous imagery and unabashed copy gave nutrition-savvy consumers an alibi to satisfy their craving. The advertising reinforced Beef's position as a lean leader, igniting loyalty, inspiring sales and positively changing consumer beliefs about its healthfulness.