Beef. It's, Like, What's for Dinner

National Cattlemen connect with the teenyboppers

One of the more bizarre pairings of advertiser and target market has to be that of the beef industry and teen and preteen girls. It’s hard to imagine Robert Mitchum or Sam Elliott (the two men who have gruffly voiced the “Beef. It’s what’s for dinner” tagline) dominating discussion at a slumber party. Nor would you expect girls to pay much heed to Jonathan Hoffman, ecd at Leo Burnett, when he declares that a goal of his shop’s new work for the National Cattlemen’s Beef Association is to get people to unleash the “wonderful, unapologetic carnivore within.”