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I think it's supposed to be gravy, not blood.

That ad makes me never want to eat steak again! I think they should fire their ad agency. Yuck! How much better a photo of a big juicy rare steak with beautiful grill marks. Boring but not sickening as this ad is. The cliffs of meat look withered and dried out. The idea is to get people to eat their meat by making it look appetizing, not to show a photo that looks like someone ate it and threw it back up! It's absolutely horrid!

I think all those views made out of food stuff are really cool :P Call me weirdo but it would be so much fun to make those!

It's very nice work.

I just don't like the campaign.

I don't think mountains of beef is a very responsible message.

It is, however, when your goal is to convert cattle protein into boxed beef which is sold by the pound and measured in tons yearly.

Fun ad----and makes me think beef might be on the menu tonight.

I like the composition of the ad and the artistic concept of food as landscape. It falls short because it is trying to make us feel like mountain climbers and think that eating massive amounts of meat protein will give us the energy to scale that cliff. In reality, eating a huge serving of red meat makes me want to curl up on the couch.

In developed countries protein deficiencies are quite rare, and consuming too much leads to far more serious health complications than eating too little. But seriously, who's going to pay for a full page glossy ad to promote moderation and responsible consumption?

Its not the image above, but the first one of these I saw was realistic enough to produce the "Ahh nature so beautiful" response, upon closer inspection the graining in the meat was more apparent and I thought eew gross then I thought neat concept. So I pretty much ranged over the spectrum with this----ended up with intrigued. Its really eye-catching but when I think about eating it--ick so I'm not sure how well it serves them.

As a graphic designer I can appreciate the attempt to take an object (or food item) and manipulate it in a different way to communicate a message. My beef with it (sorry) is that it is so photoshopped and altered, that it loses its integrity. So the idea is one that I can get behind, but the execution falls short.

Mmmmmm. Beef cliffs with a river of gravy and mushroom shores... I think I need to be finding some lunch pretty soon.

I would, however, like to see the same creative techniques used with other foods more often. Despite what people think, making the food more attractive to the consumer does help sell it.

Does not make me think of eating, but the idea and composition is interesting and well done. I don't think the point is to make folks hungry, but to leave an impression, an endeavor that is successful, even if it leaves a bad taste of bad taste for some.

I like it, but I don't like Nebraska beef. I think it's a lot of talk and no action.
Alberta Beef is where it's at. Sorry, Americans... better luck next time!

The idea and graphics work behind it is neat, but the overall concept of it is just a little creepy. :P Mostly, I think, because I'm of the opinion that we should be reducing our meat consumption instead of advocating more of it.

mmmm....beef....

I saw the "cliffs and ocean" ad first, and I suppose that -- since I can remember it -- it made an impression. It wasn't a great impression, though. The photos had an ick factor like that of bad food photography. Something just didn't look right.

(Sorry to the graphics folks who helped create these ads. I'm sure they earned their money trying to make everyone happy. What a tough puzzle that must have been!)

Anyway, I thought the beef industry was doing well with "Beef, It's What's for Dinner" campaign. Their web site is still active. I wonder if that was a different PR company... ?

I think it's a very interesting concept. It is very well-executed work, but it does have a gross-out factor.

i think it's a shame the beef industry has enough profit to take out full color ads like this... and small, local organic farmers are struggling. farming should NOT be an industry that markets it's products, it just isn't right.

these border on creepy and tasty. enough to make me want a nice stew.

Mostly I hate food ads because instead of the food looking like what it is, it's lacquered beyond recognition--I mean, have you really looked at the food? It's airbrushed and sanitized and has nothing to do with what's on my plate every day. Plus, just thinking about what those cows probably ate is enough to put me off.

The pictures are just gross looking. The recent spate of ads like this are part of the reason for my going vegan recently.

I am so glad that there are other people finding those ads unappealing. Everytime I look at one I just get completely grossed out.