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Leo Burnett’s ’99 Campaign Set to Tackle the Convenience Issue
CHICAGO–The National Cattlemen’s Beef Association will revive the “Beef. It’s what’s for dinner” tagline in 1999 as it increases ad spending and shifts its marketing strategy to target retailers as well as consumers.
In late 1997, the NCBA dropped “It’s what for dinner” in favor of “It’s what you want” as part of its efforts to stimulate demand for beef, which its research showed consumers preferred over chicken.
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