<P> "Beef . It's What's for Dinner" is an American advertising slogan and campaign aimed to promote the benefits of incorporating beef into a healthy diet . The campaign is funded by the Beef Checkoff Program with the creative guidance of Leo Burnett Worldwide . </P> <P> 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 the Rodeo suite by Aaron Copland, followed by a large magazine campaign that was rolled out in late July and early August . </P> <P> The initial campaign ran for 17 months at a cost of $42 million . </P>

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