Beef. It's What's For Dinner
Encyclopedia
"Beef. It's What's For Dinner" is an American advertising slogan
and campaign
aimed to promote the benefits of incorporating beef into a healthy diet. The campaign is funded by the Beef Checkoff Program with the creative guidance of Leo Burnett Worldwide
.
the week of May 18, 1992. The "Beef. It's What's For Dinner" campaign was established through television and radio ads that featured actor Robert Mitchum
as its first narrator, and scenarios and music ("Hoe-down") from the Rodeo
suite by Aaron Copland
, followed by a large magazine campaign that was rolled out in late July and early August.
The initial campaign ran for 17 months at a cost of $42 million. It featured the tag line: "Nothing satisfies so many people in so many ways".
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, GSD&M Advertising, and DDB Needham
. Mitchum replaced such spokespeople as James Garner
, Cybill Shepherd
, Larry Bird
, who had appeared in recent beef campaigns for The Beef Council. The previous campaigns featured these stars in front of the camera but the new one only used voice-over narration and highlighted the prepared beef itself.
The Beef Checkoff promotion was funded by collecting a dollar on every cow, steer, and bull sold in the United States.
22 spots ran during the 1992 Summer Olympics
broadcast from Barcelona, Spain. For the Lillehammer, Norway based 1994 Winter Olympics
34 spots were run at a cost of $2 million.
After the death of Robert Mitchum on July 1, 1997, the campaign let the existing ads that were scheduled play-out through their contract over the next few months. The campaign was already set to switch to new ads featuring anonymous narrators with the new campaign and slogan: "Beef. It's what you want". But the new campaign was less favorable and "Beef. It's What's For Dinner." was brought back in the fall of 1999 with Sam Elliott
now doing the voice-over in place of Mitchum.
A website BeefItsWhatsForDinner.com was launched in 2002 and serves as a resource for how to prepare and enjoy beef
. The Web site addresses topics such as recipes, shopping recommendations, cooking tips, proper food handling and nutrition facts. www.BeefItsWhatsForDinner.com also includes Beef So Simple, a weekly electronic newsletter featuring beef cooking tips and recipes.
) ask people to “Discover the Power of Protein in the Land of Lean Beef". Launched in 2008, with the support of partner advertising agency Leo Burnett Worldwide, the new print ads demonstrate a creative approach to food photography. 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 Aaron Copland
’s Rodeo music.
Advertising slogan
Advertising slogans are short, often memorable phrases used in advertising campaigns. They are claimed to be the most effective means of drawing attention to one or more aspects of a product. A strapline is a British term used as a secondary sentence attached to a brand name...
and campaign
Advertising campaign
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication...
aimed to promote the benefits of incorporating beef into a healthy diet. The campaign is funded by the Beef Checkoff Program with the creative guidance of Leo Burnett Worldwide
Leo Burnett Worldwide
Leo Burnett Worldwide is an American advertising company, created in 1935 by Leo Burnett. The company was opened in Chicago in 1935. In 1950 the company started its two first major advertising projects, for Kellogg’s and P&G....
.
History
Launched by the Chicago based National Livestock and Meat Board through a promotional arm, "The Beef Council" (aka "The Beef Industry Council"), by the advertising firm of Leo Burnett CompanyLeo Burnett Worldwide
Leo Burnett Worldwide is an American advertising company, created in 1935 by Leo Burnett. The company was opened in Chicago in 1935. In 1950 the company started its two first major advertising projects, for Kellogg’s and P&G....
the week of May 18, 1992. The "Beef. It's What's For Dinner" campaign was established through television and radio ads that featured actor Robert Mitchum
Robert Mitchum
Robert Charles Durman Mitchum was an American film actor, author, composer and singer and is #23 on the American Film Institute's list of the greatest male American screen legends of all time...
as its first narrator, and scenarios and music ("Hoe-down") from the Rodeo
Rodeo (Copland)
Rodeo is a ballet scored by Aaron Copland and choreographed by Agnes de Mille, which premiered in 1942. Subtitled "The Courting at Burnt Ranch", the ballet consists of five sections: "Buckaroo Holiday", "Ranch House Party", "Corral Nocturne", "Saturday Night Waltz", and "Hoe-Down"...
suite by Aaron Copland
Aaron Copland
Aaron Copland was an American composer, composition teacher, writer, and later in his career a conductor of his own and other American music. He was instrumental in forging a distinctly American style of composition, and is often referred to as "the Dean of American Composers"...
, followed by a large magazine campaign that was rolled out in late July and early August.
The initial campaign ran for 17 months at a cost of $42 million. It featured the tag line: "Nothing satisfies so many people in so many ways".
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, GSD&M Advertising, and DDB Needham
DDB Worldwide
DDB Worldwide Communications Group Inc., known internationally as DDB, is a worldwide marketing communications network. It is owned by Omnicom Group Inc, one of the world's largest advertising holding companies...
. Mitchum replaced such spokespeople as James Garner
James Garner
James Garner is an American film and television actor, one of the first Hollywood actors to excel in both media. He has starred in several television series spanning a career of more than five decades...
, Cybill Shepherd
Cybill Shepherd
Cybill Lynne Shepherd is an American actress, singer and former model. Her best known roles include starring as Jacy in The Last Picture Show, as Betsy in Taxi Driver, as Madeleine Spencer in Psych, as Maddie Hayes on Moonlighting, as Cybill Sheridan on Cybill, and as Phyllis Kroll on The L...
, Larry Bird
Larry Bird
Larry Joe Bird is a former American NBA basketball player and coach. Drafted into the NBA sixth overall by the Boston Celtics in 1978, Bird started at small forward and power forward for thirteen seasons, spearheading one of the NBA's most formidable frontcourts that included center Robert Parish...
, who had appeared in recent beef campaigns for The Beef Council. The previous campaigns featured these stars in front of the camera but the new one only used voice-over narration and highlighted the prepared beef itself.
The Beef Checkoff promotion was funded by collecting a dollar on every cow, steer, and bull sold in the United States.
22 spots ran during the 1992 Summer Olympics
1992 Summer Olympics
The 1992 Summer Olympic Games, officially known as the Games of the XXV Olympiad, were an international multi-sport event celebrated in Barcelona, Catalonia, Spain, in 1992. The International Olympic Committee voted in 1986 to separate the Summer and Winter Games, which had been held in the same...
broadcast from Barcelona, Spain. For the Lillehammer, Norway based 1994 Winter Olympics
1994 Winter Olympics
The 1994 Winter Olympics, officially known as the XVII Olympic Winter Games, was a winter multi-sport event celebrated from 12 to 27 February 1994 in and around Lillehammer, Norway. Lillehammer failed to win the bid for the 1992 event. Lillehammer was awarded the games in 1988, after having beat...
34 spots were run at a cost of $2 million.
After the death of Robert Mitchum on July 1, 1997, the campaign let the existing ads that were scheduled play-out through their contract over the next few months. The campaign was already set to switch to new ads featuring anonymous narrators with the new campaign and slogan: "Beef. It's what you want". But the new campaign was less favorable and "Beef. It's What's For Dinner." was brought back in the fall of 1999 with Sam Elliott
Sam Elliott
Samuel Pack "Sam" Elliott is an American actor. His rangy physique, thick horseshoe moustache, and deep, resonant voice match the iconic image of a cowboy or rancher, and he has often been cast in such roles.-Early life:Sam Elliott was born in Sacramento, California, to a physical training...
now doing the voice-over in place of Mitchum.
A website BeefItsWhatsForDinner.com was launched in 2002 and serves as a resource for how to prepare and enjoy beef
Beef
Beef is the culinary name for meat from bovines, especially domestic cattle. Beef can be harvested from cows, bulls, heifers or steers. It is one of the principal meats used in the cuisine of the Middle East , Australia, Argentina, Brazil, Europe and the United States, and is also important in...
. The Web site addresses topics such as recipes, shopping recommendations, cooking tips, proper food handling and nutrition facts. www.BeefItsWhatsForDinner.com also includes Beef So Simple, a weekly electronic newsletter featuring beef cooking tips and recipes.
Current Campaign
"Powerful Beefscapes" is the latest advertising campaign from The Beef Checkoff. Building on the "Beef. It's What's for Dinner" slogan, the print and radio ads (voiced by actor Matthew McConaugheyMatthew McConaughey
Matthew David McConaughey is an American actor.After a series of minor roles in the early 1990s, McConaughey gained notice for his breakout role in Dazed and Confused . He then appeared in films such as A Time to Kill, Contact, U-571, Tiptoes, Sahara, and We Are Marshall...
) ask people to “Discover the Power of Protein in the Land of Lean Beef". Launched in 2008, with the support of partner advertising agency Leo Burnett Worldwide, the new print ads demonstrate a creative approach to food photography. 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 Aaron Copland
Aaron Copland
Aaron Copland was an American composer, composition teacher, writer, and later in his career a conductor of his own and other American music. He was instrumental in forging a distinctly American style of composition, and is often referred to as "the Dean of American Composers"...
’s Rodeo music.