“Beef … It’s What’s for Dinner” was a radio, television and print advertising campaign launched in 1992 by the National Livestock and Meat Board through its promotional arm “The Beef Industry Council” aimed to promote the benefits of beef in a healthy diet. It’s first narrator was Robert Mitchum, followed by James Garner and Sam Elliott, all actors known for their roles in “western” movies, strong men in turbulent times. The campaign ran for seventeen months and was very effective. The slogan “Beef … It’s What’s for Dinner” is recognized by more than 88 percent of Americans (even more amazing given the campaign ran almost thirty years ago).
Makes me want a big ol' greasy cheesburger!
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