<P> The Beef Checkoff promotion is funded by collecting a dollar on every cow, steer, and bull sold in 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 . </P> <P> 22 spots ran during the 1992 Summer Olympics broadcast from Barcelona, Spain . For the Lillehammer, Norway - based 1994 Winter Olympics, 34 spots were run at a cost of US $2 million . </P> <P> In May 1993, Dairy Management Inc. and the Beef Industry Council created a promotion called "Double Cheese Cheeseburger Days". </P> <P> 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 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 . </P>

Pork it's what's for dinner commercial