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Beef. It's What's for Dinner
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<h2 id="history">History</h2> <p>The campaign was launched the week of May 18, 1992 by the Chicago-based National Livestock and Meat Board through a promotional arm, "The Beef Industry Council",<a class="footnote-ref" id="fnref:2" href="#fn:2"><sup>2</sup></a> by the advertising firm of <a href="/facts/Leo_Burnett_Worldwide/qurJ8vDy">Leo Burnett Company</a>. The "Beef. It's What's For Dinner" campaign was established through television and radio advertisements that featured actor <a href="/facts/Robert_Mitchum/4cvFW5ur">Robert Mitchum</a> as its first narrator,<a class="footnote-ref" id="fnref:3" href="#fn:3"><sup>3</sup></a> and scenarios and music (<a href="/facts/Rodeo_(ballet)/snXxwVyp">"Hoe-Down"</a>) from the <a href="/facts/Rodeo_(ballet)/snXxwVyp"><i>Rodeo</i></a> suite by <a href="/facts/Aaron_Copland/mGWY3jEm">Aaron Copland</a>,<a class="footnote-ref" id="fnref:4" href="#fn:4"><sup>4</sup></a> followed by a large magazine campaign that was rolled out in late July and early August.<a class="footnote-ref" id="fnref:5" href="#fn:5"><sup>5</sup></a> </p><p>The initial campaign ran for 17 months at a cost of $42 million.<a class="footnote-ref" id="fnref:6" href="#fn:6"><sup>6</sup></a> </p><p>The new campaign replaced the slogan "Beef. Real food for real people" from the San Francisco firm of Ketchum Advertising. Leo Burnett beat out Ketchum, <a href="/facts/GSD%26M/9ejHC8lK">GSD&M Advertising</a>, and <a href="/facts/DDB_Worldwide/Q2zcvIVk">DDB Needham</a>.<a class="footnote-ref" id="fnref:7" href="#fn:7"><sup>7</sup></a> Mitchum replaced such spokespeople as <a href="/facts/James_Garner/B66y7h76">James Garner</a> who was released after <a href="/facts/Coronary_artery_bypass_surgery/DDTF1jaB">quintuple bypass surgery</a>,<a class="footnote-ref" id="fnref:8" href="#fn:8"><sup>8</sup></a> <a href="/facts/Cybill_Shepherd/9mNYI30W">Cybill Shepherd</a>, and <a href="/facts/Larry_Bird/3keXDWVm">Larry Bird</a>, who had appeared in recent beef campaigns for The Beef Council. The previous campaigns had featured these stars in front of the camera, but the new one only used voice-over narration and highlighted the prepared beef.<a class="footnote-ref" id="fnref:9" href="#fn:9"><sup>9</sup></a> </p><p>The Beef Checkoff promotion is funded by collecting a dollar on every cow, steer, and bull sold in the United States.<a class="footnote-ref" id="fnref:10" href="#fn:10"><sup>10</sup></a> The program was challenged in the 2005 Supreme Court case <i><a href="/facts/Johanns_v._Livestock_Marketing_Association/Yj6UbuBU">Johanns v. Livestock Marketing Association</a></i>. In 2017, the program is being challenged again in <i><a href="/facts/Ranchers-Cattlemen_Action_Legal_Fund_v._Sonny_Perdue/JoPLrqg0">Ranchers-Cattlemen Action Legal Fund v. Sonny Perdue</a></i>. </p><p>Twenty-two spots ran during the <a href="/facts/1992_Summer_Olympics/YjAc82rr">1992 Summer Olympics</a> broadcast from <a href="/facts/Barcelona/8PWLdRbW">Barcelona</a>, <a href="/facts/Spain/bIyrB8EY">Spain</a>.<a class="footnote-ref" id="fnref:11" href="#fn:11"><sup>11</sup></a> For the <a href="/facts/Lillehammer/IbBqh3gT">Lillehammer</a>, <a href="/facts/Norway/wlDRKRTR">Norway</a>-based <a href="/facts/1994_Winter_Olympics/tX2os7j4">1994 Winter Olympics</a>, 34 spots were run at a cost of US$2 million.<a class="footnote-ref" id="fnref:12" href="#fn:12"><sup>12</sup></a> </p><p>In May 1993, <a href="/facts/Dairy_Management_Inc./32jAxYPf">Dairy Management Inc.</a> and the Beef Industry Council created a promotion called "Double Cheese Cheeseburger Days". </p><p>After the death of Robert Mitchum on July 1, 1997, the campaign let the existing advertisements that were scheduled play-out through their contract over the next few months. The campaign was already set to switch to new advertisements featuring anonymous narrators with the new campaign and slogan: "Beef. It's what you want".<a class="footnote-ref" id="fnref:13" href="#fn:13"><sup>13</sup></a> The new campaign was less favorable and "Beef. It's What's For Dinner." was brought back in the fall of 1999 with <a href="/facts/Sam_Elliott/F6JnqJ7A">Sam Elliott</a> now reading the voice-over in place of Mitchum.<a class="footnote-ref" id="fnref:14" href="#fn:14"><sup>14</sup></a> </p><p>The website BeefItsWhatsForDinner.com was launched in 2002 and serves as a resource for how to prepare and enjoy <a href="/facts/Beef/yAvkT7Nq">beef</a>. The site addresses topics such as <a href="/facts/Recipe/ath1TWwf">recipes</a>, shopping recommendations, cooking tips, proper food handling and nutrition facts. www.BeefItsWhatsForDinner.com also includes <i>Beef So Simple</i>, a weekly electronic newsletter featuring beef cooking tips and recipes. </p><p>In 2021, the campaign assumed <a href="/facts/Naming_rights/mqxrPr6c">naming rights</a> for the <a href="/facts/NASCAR_Xfinity_Series/yRJyNXYv">NASCAR Xfinity Series</a> race at <a href="/facts/Daytona_International_Speedway/xjdW3BFS">Daytona International Speedway</a>, branding it the <a href="/facts/Beef._It%27s_What%27s_for_Dinner._300/NCrwTCcz">Beef. It's What's for Dinner. 300</a>.<a class="footnote-ref" id="fnref:15" href="#fn:15"><sup>15</sup></a> The naming rights ran until 2023, and is often shortened to "Beef 300" in NASCAR media. </p> <h3>Former campaigns</h3> <p>"Powerful Beefscapes" was a recent advertising campaign from The Beef Checkoff. Building on the "Beef. It's What's for Dinner" slogan, the print and <a href="/facts/Radio_advertisement/XVk5hNGR">radio advertisements</a>, voiced by actor <a href="/facts/Matthew_McConaughey/4dd1yvbc">Matthew McConaughey</a>, asked people to "Discover the Power of Protein in the Land of Lean Beef".<a class="footnote-ref" id="fnref:16" href="#fn:16"><sup>16</sup></a> Launched in 2008, with the support of partner advertising agency Leo Burnett Worldwide, the new print ads demonstrate a creative approach to <a href="/facts/Food_photography/P6sV9Clh">food photography</a>. Each ad brings to life one of the 29 cuts of lean beef as a landscape such as flatlands, beach, cliff, mountain, canyon and river. On the radio, the new campaign continues to use the long-standing tagline and <a href="/facts/Aaron_Copland/mGWY3jEm">Aaron Copland</a>'s <i>Rodeo</i> music. </p> <h2 id="reception">Reception</h2> <p>According to the Beef Checkoff Program, "Beef. It's What's For Dinner" is recognized by more than 88 percent of Americans.<a class="footnote-ref" id="fnref:17" href="#fn:17"><sup>17</sup></a>[<i>better source needed</i>] </p> <h2 id="awards">Awards</h2> <p>The campaign has received awards, including the 2006 Sappi Award, and the 2003, 2004, and 2007 Effie Awards. </p> <h2 id="external-links">External links</h2> <ul><li><a href="http://www.BeefItsWhatsForDinner.com">BeefItsWhatsForDinner.com</a></li></ul> <h2 id="references">References</h2> <ol> <li id="fn:1"><p>"Beef checkoff revamps "Beef. It's What's For Dinner." campaign". Beef Magazine. 2017-10-09. Retrieved 2021-09-13. <a href="https://www.beefmagazine.com/ranching/beef-checkoff-revamps-beef-it-s-what-s-dinner-campaign" target="_blank">https://www.beefmagazine.com/ranching/beef-checkoff-revamps-beef-it-s-what-s-dinner-campaign</a> <a href="#fnref:1" class="footnote-back-ref">↩</a></p></li> <li id="fn:2"><p>"Beef Group Stakes New Ads on Dinner". Chicago Tribune. March 25, 1992. <a href="/wiki/Chicago_Tribune" target="_blank">/wiki/Chicago_Tribune</a> <a href="#fnref:2" class="footnote-back-ref">↩</a></p></li> <li id="fn:3"><p>Moore, Martha T. (May 8, 1992). "Beef the Hero in Ads Again". USA Today. <a href="/wiki/USA_Today" target="_blank">/wiki/USA_Today</a> <a href="#fnref:3" class="footnote-back-ref">↩</a></p></li> <li id="fn:4"><p>Antosh, Nelson (May 11, 1992). "Ads to Round Up Beef Eaters". Houston Chronicle. <a href="/wiki/Houston_Chronicle" target="_blank">/wiki/Houston_Chronicle</a> <a href="#fnref:4" class="footnote-back-ref">↩</a></p></li> <li id="fn:5"><p>"Beef Group Stakes New Ads on Dinner". Chicago Tribune. March 25, 1992. <a href="/wiki/Chicago_Tribune" target="_blank">/wiki/Chicago_Tribune</a> <a href="#fnref:5" class="footnote-back-ref">↩</a></p></li> <li id="fn:6"><p>Mann Fuller, Jennifer (May 19, 1992). "Beef Industry Launches Ad Effort to Reshape Nation's Meat Taste". The Kansas City Star. <a href="/wiki/The_Kansas_City_Star" target="_blank">/wiki/The_Kansas_City_Star</a> <a href="#fnref:6" class="footnote-back-ref">↩</a></p></li> <li id="fn:7"><p>"Beef Group Stakes New Ads on Dinner". Chicago Tribune. March 25, 1992. <a href="/wiki/Chicago_Tribune" target="_blank">/wiki/Chicago_Tribune</a> <a href="#fnref:7" class="footnote-back-ref">↩</a></p></li> <li id="fn:8"><p>Chung, Grace (July 21, 2014). "REMEMBERING JAMES GARNER: ACTOR AND POLAROID SPOKESMAN". Ad Age. Retrieved 11 October 2017. <a href="http://adage.com/article/people-players/james-garner-advertising-a-retrospective/294223/" target="_blank">http://adage.com/article/people-players/james-garner-advertising-a-retrospective/294223/</a> <a href="#fnref:8" class="footnote-back-ref">↩</a></p></li> <li id="fn:9"><p>Moore, Martha T. (May 8, 1992). "Beef the Hero in Ads Again". USA Today. <a href="/wiki/USA_Today" target="_blank">/wiki/USA_Today</a> <a href="#fnref:9" class="footnote-back-ref">↩</a></p></li> <li id="fn:10"><p>Antosh, Nelson (May 11, 1992). "Ads to Round Up Beef Eaters". Houston Chronicle. <a href="/wiki/Houston_Chronicle" target="_blank">/wiki/Houston_Chronicle</a> <a href="#fnref:10" class="footnote-back-ref">↩</a></p></li> <li id="fn:11"><p>Painter, Steve (August 16, 1992). "New Beef Ad Agency Aims to Stop Decline". The Wichita Eagle. <a href="/wiki/The_Wichita_Eagle" target="_blank">/wiki/The_Wichita_Eagle</a> <a href="#fnref:11" class="footnote-back-ref">↩</a></p></li> <li id="fn:12"><p>Harty, Rosalynne (February 27, 1994). "Olympics Beef Ads Attracting Attention". The State Journal-Register. <a href="/wiki/The_State_Journal-Register" target="_blank">/wiki/The_State_Journal-Register</a> <a href="#fnref:12" class="footnote-back-ref">↩</a></p></li> <li id="fn:13"><p>Kirk, Jim (July 4, 1997). "Mitchum's Memory Lives in Ads". Chicago Tribune. <a href="/wiki/Chicago_Tribune" target="_blank">/wiki/Chicago_Tribune</a> <a href="#fnref:13" class="footnote-back-ref">↩</a></p></li> <li id="fn:14"><p>Strauss, Gary (July 8, 1999). "Stewing in a tough market Beef industry hopes new ideas will lure time-starved, health-conscious". USA Today. <a href="/wiki/USA_Today" target="_blank">/wiki/USA_Today</a> <a href="#fnref:14" class="footnote-back-ref">↩</a></p></li> <li id="fn:15"><p>"Beef. It's What's For Dinner. 300. on Menu for DAYTONA Speedweeks Presented by AdventHealth". Daytona International Speedway. January 11, 2021. Retrieved January 11, 2021. <a href="https://www.daytonainternationalspeedway.com/Articles/2021/01/Beef-Its-Whats-For-Dinner-300-on-Menu-for-Speedweeks.aspx" target="_blank">https://www.daytonainternationalspeedway.com/Articles/2021/01/Beef-Its-Whats-For-Dinner-300-on-Menu-for-Speedweeks.aspx</a> <a href="#fnref:15" class="footnote-back-ref">↩</a></p></li> <li id="fn:16"><p>"Matthew McConaughey Beefs Up His Resume". Peoplemag. Retrieved 2023-01-15. <a href="https://people.com/celebrity/matthew-mcconaughey-beefs-up-his-resume/" target="_blank">https://people.com/celebrity/matthew-mcconaughey-beefs-up-his-resume/</a> <a href="#fnref:16" class="footnote-back-ref">↩</a></p></li> <li id="fn:17"><p>Ad History Archived 2011-07-07 at the Wayback Machine. - Beef, It's What's for Dinner. <a href="http://www.beefitswhatsfordinner.com/adhistory.aspx" target="_blank">http://www.beefitswhatsfordinner.com/adhistory.aspx</a> <a href="#fnref:17" class="footnote-back-ref">↩</a></p></li> </ol>