Beef: Still the Ultimate Dinner Choice

Beef. It’s What’s For Dinner., the iconic Checkoff-funded brand, has undergone a transformation to cater to a new generation of consumers. Established in 1992 by the National Cattlemen’s Beef Association (NCBA), this brand played a vital role in bringing beef to the forefront of consumer advertising. Through memorable television and radio advertisements, featuring celebrity voiceovers and Aaron Copland’s famous “Hoe-Down” music, Beef. It’s What’s For Dinner. captured the attention of millions.

However, you may be wondering why you don’t see these ads on television anymore. The truth is, Beef. It’s What’s For Dinner. has embraced the digital era to reach its target audience more effectively and efficiently. In 2020, with a focus on older millennial parents aged 25 to 34, the brand went 100 percent digital. This shift allows them to connect with consumers who consume media differently from back in 1992. Rather than relying on traditional broadcast television, they now reach their audience through online streaming services like Hulu and YouTube, as well as social media platforms.

By going digital, Beef. It’s What’s For Dinner. has gained more precise targeting and measurement capabilities. Unlike television ads, which often go unnoticed or unmeasured due to ad-skipping and distractions, digital ads provide insights into who viewed the ad, on which platform, and for how long. The brand utilizes technology to deliver its messages to specific consumers who meet targeted demographics and reside in urban and suburban areas.

In addition to its digital strategy, Beef. It’s What’s For Dinner. has also embraced influencer outreach as a means to communicate the nutritional value, convenience, and taste of beef to consumers. The brand collaborates with health professionals, fitness experts, nutritionists, chefs, bloggers, and other industry experts who have a strong influence on their followers. These influencers spread positive messages about beef and engage in experiences that expose them and their audiences to the many benefits of beef.

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Recognizing the growing trend of online grocery shopping, the Checkoff has strategically placed Beef. It’s What’s For Dinner. ads on Instacart, the largest third-party grocery delivery service in North America. Through various content approaches focused on beef’s taste and nutritional value, these ads have resulted in a significant increase in beef sales. Additionally, collaborating with Postmates, a popular restaurant delivery platform, the brand identified keywords such as beef, burger, steak, and BBQ that drove the strongest beef meal purchases.

Thanks to these efforts and several other campaigns, the Beef. It’s What’s For Dinner. brand reached an astounding one billion consumers in 2019. This extensive reach has had a positive impact on beef consumption, with 96 percent of consumers enjoying beef and over 70 percent consuming it at least weekly.

Beef. It’s What’s For Dinner. is just one of the many promotional initiatives funded by the Beef Checkoff. Through cohesive campaigns that integrate digital advertising, social media engagement, and influencer relationships, the Checkoff is successfully positioning beef as the protein of choice for targeted consumers. As consumer trends continue to evolve, the Checkoff remains committed to finding innovative ways to promote beef and maintain its status as the ultimate dinner choice.

Rowdy Hog Smokin BBQ


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