The Centennial, Colo.-based National Cattlemen’s Beef Association (NCBA) is rolling out its “ I Heart Beef” consumer public relations campaign.

Included in the initiative is the launch of a logo—which features the letter “I,” a heart symbol and the word “Beef”—for use in the consumer press and social media outlets, notes Jim Henger, NCBA executive director of marketing.

The campaign is designed to capitalize on the popularity of beef during February, which the NCBA is promoting as “Beef Lover’s Month.”

A recent consumer survey commissioned by the Beef Checkoff found that 61 percent of Americans favor a nice meal on Valentine’s Day (Feb. 14) as opposed to flowers or gifts; and that 62 percent indicate that steak is their most desired Valentine’s Day meal.

The NCBA is encouraging retailers to use the logo and “Beef Lover’s Month” tagline in circulars and signage. The logo is available from the NCBA.