"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 .
35-496: The campaign 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
70-905: A creative agency or an ad agency , is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. An ad agency is generally independent of the client; it may be an internal department or agency that provides an outside point of view to the effort of selling the client's products or services, or an outside firm. An agency can also handle overall marketing and branding strategies promotions for its clients, which may include sales as well. Typical ad agency clients include businesses and corporations, non-profit organizations and private agencies. Agencies may be hired to produce television advertisements , radio advertisements , online advertising , out-of-home advertising , mobile marketing , and AR advertising , as part of an advertising campaign . The first acknowledged advertising agency
105-491: 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
140-524: 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
175-596: 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. ,
210-420: A shared sense of purpose with their clients through collaboration. This includes a common set of client objectives where agencies feel a shared sense of ownership of the strategic process. Successful advertisements start with clients building a good relationship with the agencies and work together to figure out what their objectives are. Clients must trust the agencies to do their jobs correctly and accordingly with
245-648: A video posted on YouTube. Once this was discovered, Misplaced Pages volunteers removed the images, and the Wikimedia Foundation released a statement condemning Leo Burnett Tailor Made's use of Misplaced Pages for product placement. The North Face posted a response as a reply on Twitter, stating that they had ended the campaign and that "We believe deeply in Misplaced Pages’s mission and apologize for engaging in activity inconsistent with those principles." Advertising agency An advertising agency , often referred to as
280-586: 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
315-449: 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,
350-568: Is now part of the TMP Worldwide agency (UK and Ireland) under the brand TMP Reynell. Another early agency that traded until recently, was founded by Charles Barker, and the firm he established traded as 'Barkers' until 2009 when it went into Administration. Volney B. Palmer opened the first American advertising agency, in Philadelphia in 1850. This agency placed ads produced by its clients in various newspapers. In 1856, Mathew Brady created
385-553: 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
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#1732852863259420-474: The media . They were then, and are now, paid by the media to sell advertising space to clients. Originally, in the 18th century, and the first half of the 19th, advertising agencies made all of their income from commissions paid by the media for selling space to the client. Although it is still the case that the majority of their income comes from the media , in the middle of the 19th century, agencies began to offer additional services which they sold directly to
455-507: 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
490-611: 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
525-595: 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
560-578: The agency in 1964, noting that its "history and expansion overseas seems peculiarly to match the whole history of modern advertising." Globalization of advertising originates in earlier days of the twentieth century. American advertising agencies began as the process of opening overseas offices before the two World Wars and accelerated their globalization throughout the latter part of the twentieth century. McCann , an agency established in New York City in 1902, opened its first European offices by 1927. It
595-467: 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
630-509: 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
665-518: The bond between sides by understanding each other's views and mindset. Involved advertising account planners are seen to contribute towards successful agency-client collaboration. Planners of advertising agencies tend to be capable of creating a very powerful, trusting relationship with their clients because they were seen as intellectual prowess, seniority, and have empathy in the creative process. All advertising agencies are called that because they are acting as agents for their principals which were
700-454: The client. Such services can include writing the text of the advertisement. The use of creativity by agencies is "unexpected" because so much advertising today is expected. This will capture the attention of audiences, therefore the message is more likely to get through. There have been many advertisements that have surprised audiences because it was not normal for them to see that in an advertisement of that nature. The best use of creativity
735-536: The company in 1877 and renaming it the James Walter Thompson Company . Realizing that he could sell more space if the company provided the service of developing content for advertisers, Thompson hired writers and artists to form the first known Creative Department in an advertising agency. He is credited as the "father of modern magazine advertising" in the US. Advertising Age commemorated the first 100 years of
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#1732852863259770-547: 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
805-473: The early 21st century, management consulting firms such as PwC Digital and Deloitte Digital began competing with ad agencies by emphasizing data analytics . As of 2017 , Accenture Interactive was the world's sixth-largest ad agency, behind WPP, Omnicom, Publicis, Interpublic, and Dentsu. In 2019, it purchased David Droga 's Droga5 agency, the first major consultant acquisition of an ad agency. Studies show that successful advertising agencies tend to have
840-555: The first full-page ad in a newspaper. In 1864, William James Carlton began selling advertising space in religious magazines. In 1869, Francis Ayer , at the age of 20, created the first full-service advertising agency in Philadelphia, called N.W. Ayer & Son . It was the oldest advertising agency in America and dissolved in 2002. James Walter Thompson joined Carlton's firm in 1868. Thompson rapidly became their best salesman, purchasing
875-512: The first modern advertisement when he placed an ad in the New York Herald paper offering to produce "photographs, ambrotypes, and daguerreotypes." His ads were the first whose typeface and fonts were distinct from the text of the publication and from that of other advertisements. At that time all newspaper ads were set in agate and only agate. His use of larger distinctive fonts caused a sensation. Later that same year Robert E. Bonner ran
910-435: The length of the client relationship, frequency of meetings, and how far mutual respect goes between parties. This was one trait that advertising agencies were perceived to not always have. It was suggested that on occasions media planners and researchers were more closely involved in the project because of their personal relationships with their clients. Successful strategic planning is best when both parties are involved due to
945-545: 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 ,
980-616: 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
1015-568: The resources they have provided. Breakdowns in relationships were more likely to occur when agencies felt undermined, subjugated, or even feel they do not have equal status. Traditionally advertising agencies tend to be in a position to take the lead on projects but results are best when there is a more collaborative relationship. Stronger collaboration happens in situations where a personal chemistry has been established between both parties. Finding out similar likes and dislikes points of view, and even hobbies and passions. Personal chemistry builds with
1050-525: 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
1085-567: 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
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1120-546: Was William Taylor in 1786. Another early agency, started by James 'Jem' White in 1800 at Fleet Street , London , eventually evolved into White Bull Holmes, a recruitment advertising agency, that went out of business in the late 1980s. In 1812 George Reynell, an officer at the London Gazette , set up another of the early advertising agencies, also in London. This remained a family business until 1993, as 'Reynell & Son,' and
1155-662: 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,
1190-509: Was followed up with offices opening in South America in 1935 and in Australia in 1959. Companies such as J. Walter Thompson adopted a strategy to expand in order to provide advertising services wherever clients operated. In the 1960s and 1970s, English agencies began to realize the overseas opportunities associated with globalization. Expanding overseas gives potential to wider markets. In
1225-402: 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
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