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‘Beef It’s What’s for Dinner’ gets an update

steak being rubbed with herbs
WHAT’S COOKING? Beef So Simple, a weekly newsletter found on the new website, offers beef recipes for all seasons.
New look and logo are part of the relaunch of the iconic beef advertising campaign.

Farmers and ranchers in Kansas are excited about the relaunch of the iconic “Beef. It’s What’s For Dinner” brand that has captured the attention of millions of consumers and evolved as one of the top commodity food brands over the past quarter century.

The relaunch began Oct. 3 with the unveiling of the new website, complete with a new look and logo. The updated website combines eight checkoff-owned websites into one digital destination about all things beef, including more than 800 beef recipes, beef cuts and cooking tips and beef nutrition information. It also has a new section on raising beef that invites people to “Rethink the Ranch,” with videos and stories about the people who help bring beef to market. The website provides a more interactive experience on all things beef, from cuts and cookery to a collection of beef recipes.

“Our Beef. It’s What’s For Dinner” brand has been a tremendous asset for beef farmers and ranchers, and beef promotion through the years,” says Philip Weltmer, a Kansas beef industry leader from Smith Center. “We’re excited to relaunch that brand to the next generation of consumers and remind them that beef will always be what’s for dinner — and breakfast, lunch and the occasional snack.”

Weltmer, who is a cow-calf rancher and serves as chair of the Kansas Beef Council, says the relaunch features many of the brand’s valuable assets, including Aaron Copland’s famous “Hoe-down” from Rodeo music, while adding new creative elements. 

Recognizing that consumers today want to know more about the people who raise their food, the campaign throughout 2018 will celebrate the people who raise beef, the great taste of beef and the powerful nutritional benefits beef provides.

The original campaign launched in May 1992 used a broad range of marketing elements, including print and television. Today the methods of conveying information to consumers have changed dramatically, with the campaign going entirely digital in 2014 to reach consumers through social media and digital advertising.

Over the summer, video was gathered with beef producers from coast to coast to develop a series of videos that capture the passion and commitment to animal care of the people who raise beef. As a centerpiece of the campaign, the team developed a 90-second video that tells the beef production story, titled Rethink the Ranch, along with a series of five additional videos, and shared those videos through Facebook, YouTube, Instagram and other social media platforms, including the new website.

 “For the past 25 years, “Beef. It’s What’s For Dinner” has helped slow a decades-long decline in per capita beef consumption,” according to Alisa Harrison, senior vice president, Global Marketing and Research for the National Cattlemen’s Beef Association, a contractor to the beef checkoff. “The brand still has tremendous equity. Using the powerful medium of digital, we have relaunched the brand to deliver what our consumers want today — transparency about their food, inspiration on how to enjoy the delicious taste of beef and information about the unique protein benefits beef provides.”

“It’s an exciting way to refresh and enhance our beef brand,” Weltmer says. “Today’s beef consumers will be encouraged to purchase beef more often through this educational and inspirational beef checkoff program.”

For more information on family friendly beef recipes, contact KBC at 785-273-5225 or at You can also visit and sign up for Beef So Simple, a weekly newsletter of beef recipes for all seasons and reasons. 

The Beef Checkoff program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States retain up to 50 cents of each dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.

Source: Kansas Beef Council




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