The new "Beef. It's What's For Dinner." consumer advertising campaign is premiering this month, bringing the recognizable tagline to older millennials and Gen-Xers. The new campaign, funded by the beef checkoff, will feature sizzling beef recipes, juicy details about essential nutrients and the voice of one of Hollywood's most promising new talents.
"This campaign builds upon the core benefits that only beef offers -- its great taste and 10 essential nutrients. While most folks just look at beef for its sizzle or great flavor, it's made up of more than that. Its nutrients are what make it the most powerful protein and what makes beef above all else," said Michele Murray, consumer marketing executive director, for the National Cattlemen's Beef Association, which contracts to manage advertising for the beef checkoff. "It doesn't hurt that the voice delivering the message on the other side of the radio epitomizes health and sizzle too."