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27-495: National Cattlemen's Beef Association is the group responsible for the ad campaign run in the U.S. using the slogan " Beef. It's What's For Dinner " . Music from the ballet Rodeo by Aaron Copland is used in the radio and television commercials. On January 21, 2008, Matthew McConaughey became the spokesman of the organization, having taken over from Sam Elliott and the late Jim Davis and Robert Mitchum . The Dinner ad replaced Beef. Real food for real people. James Garner

54-493: A cost of US$ 2 million. In May 1993, Dairy Management Inc. and the Beef Industry Council created a promotion called "Double Cheese Cheeseburger Days". After the death of Robert Mitchum on July 1, 1997, the campaign let the existing advertisements that were scheduled play-out through their contract over the next few months. The campaign was already set to switch to new advertisements featuring anonymous narrators with

81-524: A grocery store shelf and follows a little girl home. In 1961, the agency created the "Dependability" campaign for the Maytag brand. The campaign featured actual consumer testimonials on the reliability of their appliances. The campaign evolved into a radio call-in show in Canada where an appliance repairman would offer advice to customers. In 1967, the 'Ol Lonely character debuted on television. Jesse White played

108-599: 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. According to the Beef Checkoff Program, "Beef. It's What's For Dinner" is recognized by more than 88 percent of Americans. The campaign has received awards, including the 2006 Sappi Award, and the 2003, 2004, and 2007 Effie Awards . Leo Burnett Worldwide Leo Burnett Worldwide, Inc. , also known as Leo Burnett Company, Inc. ,

135-620: A result of the Environmental Protection Agency 's overregulation." In 2013, National Cattlemen's Beef Association supported the Water Rights Protection Act , a bill that would have prevented federal agencies from requiring certain entities to relinquish their water rights to the United States to use public lands . In 1996, cattle prices decreased substantially, and National Cattlemen's Beef Association lobbied

162-588: A weekly electronic newsletter featuring beef cooking tips and recipes. In 2021, the campaign assumed naming rights for the NASCAR Xfinity Series race at Daytona International Speedway , branding it the Beef. It's What's for Dinner. 300 . The naming rights ran until 2023, and is often shortened to "Beef 300" in NASCAR media. "Powerful Beefscapes" was a recent advertising campaign from The Beef Checkoff. Building on

189-449: Is an American advertising company , founded on August 5, 1935, in Chicago by Leo Burnett . In September 2002, the company was acquired by Publicis Groupe , the world's third largest advertising agency holding group and one of the largest agency networks. Leo Burnett Company, Inc., was founded on August 5, 1935, in Chicago by Leo Burnett , who had three accounts to start. In 1944,

216-481: Is certified by a professional engineer and may require them to make infrastructure changes. According to supporters, the bill would "ease the burden placed on farmers and ranchers" by making it easier for smaller farms to self-certify and raising the level of storage capacity under which farms are exempted. National Cattlemen's Beef Association's president said that they were "pleased" that the "bill will keep many of our producers from having to undertake excess costs as

243-557: The Rodeo suite by Aaron Copland , followed by a large magazine campaign that was rolled out in late July and early August. The initial campaign ran for 17 months at a cost of $ 42 million. The new campaign replaced the slogan "Beef. Real food for real people" from the San Francisco firm of Ketchum Advertising. Leo Burnett beat out Ketchum, GSD&M Advertising , and DDB Needham . Mitchum replaced such spokespeople as James Garner who

270-570: The US federal government for assistance. Beef. It%27s What%27s For Dinner "Beef. It's What's for Dinner" is an American advertising slogan and campaign aimed at promoting the consumption of beef . The ad campaign was launched in 1992 by the National Livestock and Meat Board and is funded by the Beef Checkoff Program with the creative guidance of VMLY&R . The campaign

297-508: The "Beef. It's What's for Dinner" slogan, the print and radio advertisements , voiced by actor Matthew McConaughey , asked 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

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324-611: The Cat for 9Lives cat food . Several dozen television commercials featuring the "finicky" eater were produced from 1969 until Burnett ended their relationship with parent company Heinz in 1994. In the English dub of the Pokémon: The Johto Journeys episode The Whistle Stop , originally aired December 2, 2000, the character James gets partially swallowed by his Victreebel , and while struggling utters garbled dialogue consisting of

351-541: The United States. The program was challenged in the 2005 Supreme Court case Johanns v. Livestock Marketing Association . In 2017, the program is being challenged again in Ranchers-Cattlemen Action Legal Fund v. Sonny Perdue . Twenty-two spots ran during the 1992 Summer Olympics broadcast from Barcelona , Spain . For the Lillehammer , Norway -based 1994 Winter Olympics , 34 spots were run at

378-467: The agency opened a branch office in New York City . In February 1967, the founder transferred all of his voting stock to a charitable organization. Billings were then "nearing $ 250 million". On March 20, 1967, the agency completed its acquisition of D.P. Brother & Co. On June 8, 1971, the founder died at the age of 79. On November 3, 1999, Burnett and D'Arcy Masius Benton & Bowles announced

405-509: The agency produced a series of television ads emphasizing the thickness of their ketchup brand, including a memorable ad featuring the Carly Simon song " Anticipation ". The Jolly Green Giant and Sprout advertising icons came out of the agency. The Minnesota Valley Canning Company originally created the Jolly Green giant character as a large, cave-man looking character to draw attention to

432-463: The beef industry has a beneficial impact on climate change. The NCBA has lobbied against climate and environmental regulations. National Cattlemen's Beef Association is funded by membership dues and sponsorships. NCBA also serves as a contractor to the Beef Checkoff on a cost recovery basis. The Beef Checkoff program was established as part of the 1985 Farm Bill. The checkoff assesses $ 1 per head on

459-547: The creation of BDM. BDM was quickly renamed Bcom3. Roy Bostock was named chairman and Roger Haupt was named CEO. In 2000, Leo Burnett Kreasindo Indonesia is founded. In September 2002, Bcom3 was acquired by Publicis Groupe. Brazil-based independent advertising agency Tailor Made was acquired by Publicis in 2011 and merged with Leo Burnett Brazil to form Leo Burnett Tailor Made. At that time, clients included Fiat , Procter & Gamble , Emirates and Chrysler . Andrew Swinand became CEO in 2017. The Pillsbury Doughboy

486-547: The new campaign and slogan: "Beef. It's what you want". The new campaign was less favorable and "Beef. It's What's For Dinner." was brought back in the fall of 1999 with Sam Elliott now reading the voice-over in place of Mitchum. The website BeefItsWhatsForDinner.com was launched in 2002 and serves as a resource for how to prepare and enjoy beef . The site addresses topics such as recipes , shopping recommendations, cooking tips, proper food handling and nutrition facts. www.BeefItsWhatsForDinner.com also includes Beef So Simple ,

513-616: The phrase "Leo Burnett and 4Kids are the Devil!" backmasked . Eric Stuart , James' English voice actor at the time, later explained that this was in protest of the companies' decision to stop compensating Pokémon voice actors for the use of their audio clips in promos for the show. This scene was redubbed in later home releases. In 2019, Brazilian-based subsidiary Leo Burnett Tailor Made engaged in product placement on Misplaced Pages, in which they placed images advertising The North Face products on Misplaced Pages , and advertised that they had done so in

540-525: The role of the lonely Maytag repairman until 1989 when he was replaced by actor Gordon Jump . The agency guided Philip Morris (now part of Altria Group ) in building Marlboro into a global brand, with an emphasis on manliness as typified by the image of the Marlboro Man on the American Frontier . Previously the brand was "a feminine brand." Burnett created the popular brand mascot Morris

567-550: The sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. The checkoff assessment became mandatory when the program was approved by 79 percent of producers in a 1988 national referendum vote. It hosts the Cattle Industry Annual Convention & NCBA Trade Show, the Cattle Industry Summer business Meeting, and multiple other events throughout

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594-567: The size of their Le Sueur peas. The Leo Burnett agency was hired to make the Jolly Green Giant more friendly-looking. In 1972, the Jolly Green Giant was joined by Sprout to appeal to children. Hamburger giant McDonald's began operations in India in 1996 and recruited Leo Burnett (India). The agency created the Rolling Can commercial for Chef Boyardee in 2005. In it, a can of pasta jumps off

621-629: The year. NCBA also producers the television show Cattlemen to Cattlemen . National Cattlemen's Beef Association supported the Farmers Undertake Environmental Land Stewardship Act , a bill that would require the Environmental Protection Agency to modify the Spill Prevention, Control, and Countermeasure rule, which regulates oil discharges into navigable waters and adjoining shorelines. The rule requires certain farmers to develop an oil spill prevention plan that

648-662: Was created for the Pillsbury Company by Rudy Perz, a copywriter for Leo Burnett. Agency employee Tom Rogers created the character Charlie the Tuna for StarKist Tuna . The ad campaign added the phrase "Sorry Charlie" to the American lexicon. StarKist still uses the spokesfish to represent the brand. StarKist's relationship with the Leo Burnett Company began in 1958 and continued after Heinz bought StarKist in 1963. For Heinz,

675-485: Was launched the week of May 18, 1992 by the Chicago-based National Livestock and Meat Board through a promotional arm, "The Beef Industry Council", by the advertising firm of Leo Burnett Company . The "Beef. It's What's For Dinner" campaign was established through television and radio advertisements that featured actor Robert Mitchum as its first narrator, and scenarios and music ( "Hoe-Down" ) from

702-404: Was released after quintuple bypass surgery , Cybill Shepherd , and Larry Bird , who had appeared in recent beef campaigns for The Beef Council. The previous campaigns had featured these stars in front of the camera, but the new one only used voice-over narration and highlighted the prepared beef. The Beef Checkoff promotion is funded by collecting a dollar on every cow, steer, and bull sold in

729-446: Was spokesman until he underwent quintuple heart bypass surgery. The NCBA has a history of funding and promoting research and content that downplays the link between animal agriculture and climate change. In 2021, the NCBA made false claims about the impact of beef consumption on climate change. The NCBA has disputed that the beef industry contributes to climate change and has even claimed that

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