CHICAGO -- Attempting to promote beef as a primary home-meal replacement concept, the National Cattlemen's Beef Association here will launch a $20 million ad campaign this week, centered around heat-and-serve beef dinners. The beef dinners will be promoted as a meal solution that can be heated in a microwave and ready to eat in 10 minutes. In fact, the promotion will carry the theme, "In the Next 10 Minutes." According to Mary Adolf, vice president of consumer marketing for the NCBA, the ...
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