‘Beef. It’s What’s for Dinner.’ is back with millennials in mind

Twenty-five years after establishing one of the nation’s most iconic food brands, “Beef. It’s What’s For Dinner.” is back to reintroduce the brand to a new generation of consumers.

The campaign launches Oct. 9 with digital advertising and a new digital platform that  provides an interactive experience on all things beef, from cuts and cookery, to a robust collection of beef recipes to an inside look at the lives of the people who raise beef.

To launch the campaign, NCBA has produced an “anthem” video that features the familiar children’s song, “Old McDonald Had a Farm,” with a new twist, to celebrate the American tradition of ranching while shedding light on what’s new about raising food today. This summer, the Beef. It’s What’s For Dinner. team traveled more than 3,800 miles from coast to coast to capture video, images, and the stories about the real people who raise beef. The new series of videos and content will feature only real farmers and ranchers from across the country. While cattle and beef are raised differently in California than in Florida, or Iowa or Washington, the passion and commitment to care for the animals and land is the same.