[1] 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 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",[2] by the advertising firm of Leo Burnett Company.
[citation needed] 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 site addresses topics such as recipes, shopping recommendations, cooking tips, proper food handling and nutrition facts.
[citation needed] 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" 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".
[12] 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 a landscape such as flatlands, beach, cliff, mountain, canyon and river.