‘Beef. It’s What’s for Dinner’ Once Again

Brian GermanDairy & Livestock

After 25 years the U.S. beef industry has brought back a classic marketing campaign with, Beef. It’s What’s for Dinner.  The tagline was revived in hopes of reaching millennials and appealing to their sense of nostalgia, as the slogan became iconic during their childhood.

Beef. It’s What’s for DinnerThe revamped campaign is sponsored by the Cattlemen’s Beef Board and the National Cattlemen’s Beef Association and was officially launched October 9 with a new website and online-only advertisements highlighting the updated technology used in beef production.  Traditional means of advertising have not been extremely successful in reaching millennials.  The rebranding effort has an emphasis on a strong social-media campaign which will better impact the target demographic and will also be significantly less costly.

Alternative advertising methods are imperative due to the marketing budget being derived from the Beef Checkoff Program.  The amount of funding available for promotions and advertising is significantly less than what it was 25 years ago because of the decline in the number of cows being sold.  Beef producers are now able to provide more high-quality meat with a fewer number of animals.

The new Beef. It’s What’s for Dinner website provides a complete picture of the modern American beef industry after research has shown millennials want more information on how their food is produced.  The website details the process from who raises the cattle and how the beef eventually gets onto the plates of consumers.