Keeping Beef Relevant

Fact Friday: The original "Beef. It's What's For Dinner." campaign hit the streets in May of 1992 with a 17-month, $42 million campaign that covered a broad range of marketing elements. Read about how your checkoff is keeping beef relevant for consumers 25 years later.

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The beef checkoff increases beef demand through promotion, research and new product development, and a variety of other marketing tools.