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"Beef. It's What's For Dinner" is an American advertising slogan 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.

"Beef. It's What's For Dinner" is recognized by more than 88 percent of Americans [1]. The campaign has received awards including the 2006 Sappi Award and the 2003, 2004, 2007 Advertising Effies.


Launched in May 1992, The "Beef. It's What's For Dinner" campaign was established through print, television and radio ads that featured scenarios and music from the ballet Rodeo by Aaron Copland.

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 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. 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. also includes Beef So Simple, a weekly electronic newsletter featuring beef cooking tips and recipes.


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