Iowa beef producers are excited about the relaunch of the iconic Beef. It?s What?s For Dinner brand. It has captured the attention of millions of consumers and evolved as one of the top commodity food brands over the past quarter century.
?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,? Steve Rehder says, a Iowa beef industry leader from Hawarden. ?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.?
Rehder, who is a beef farmer and serves as the Iowa Beef Industry Council chairman, 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. , the campaign relaunched by strengthening the story of the people behind Beef. It?s What?s For Dinner recognizing consumers today want to know more about the people who raise their food.
The relaunch began Oct. 3 with the unveiling of BeefItsWhatsForDinner.com, 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, beef nutrition information and 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 original Beef. It?s What?s For Dinner campaign launched in May 1992.
