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    NCBA Launches Ad Campaign Comparing Lean Beef and Chicken

    DENVER - The National Cattlemen's Beef Association on Thursday launched a first-of-its-kind advertising campaign that compares the nutritional benefits of lean beef and skinless chicken.

    DENVER - The National Cattlemen's Beef Association on Thursday launched a first-of-its-kind advertising campaign that compares the nutritional benefits of lean beef and skinless chicken. The ads, funded by checkoff dollars, suggest that lean beef compares favorably to skinless chicken breast in terms of fat, yet provides greater amounts of some essential nutrients.

    "We're not saying don't eat chicken. We are saying that you can feel good about eating lean beef," said Mark Thomas, VP of consumer marketing for the NCBA.

    The series of four ads will appear in the July and September issues of 23 consumer interest magazines. They feature full-page photos of beef and humorous headlines such as: "Lean beef's actually lower in fat than you think. Makes you wonder about eating all that skinless chicken, doesn't it?" and "Lean beef is nearly as lean as chicken. Bet that really frustrates chickens, after all the running around they do."

    "This ad campaign does a great job addressing consumers' misperceptions about the nutrient value of beef, and correcting these misperceptions is one way we can support retailers who sell beef," said Heidi Wederquist, director of channel relations for the NCBA.

    However, National Chicken Council spokesman Richard Lobb said that the ads fail to note that although some lean beef cuts lack high amounts of saturated fat, beef doesn't make the grade on total fat content, according to a report in the Denver Post.

    "In terms of total fat, skinless chicken breast is superior to virtually any cut of beef," Lobb said. "Nutritional experts agree that consumers should watch the total fat content of their diets, not just the saturated fat."

    The campaign is being managed for the Cattlemen's Beef Board and State Beef Councils by NCBA. The ads were created by Leo Burnett USA, Chicago.

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