Beef Checkoff’s popular brand Beef. It’s What’s For Dinner, has been a staple in promoting beef and producers across the country since it was launched in 1992. What started as a campaign through TV and Radio advertisements in the ’90s, has evolved to still encompass new generations of consumers today.

1993 Beef. It’s What’s For Dinner Commercial:

And that ability to adapt to the changing consumer demographics is what has helped the brand be as successful as it is.

When you look at how consumers are soaking up their information today, it’s through the internet on their smartphones. Popular platforms such as Google, YouTube, and Facebook have been running advertisements for the Checkoff program to help strategically reach audiences.

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The program also uses celebrity partnerships to get its message across.

Last week, Beef. It’s What’s For Dinner, announced its latest partnership with former football star Tony Romo at the 2022 Cattle Industry Convention in Texas. This partnership will last for one year and will use Romo’s vast fanbase to promote beef from nutrition, to how it’s raised, and its great taste.

I’m really excited to be your new spokesperson. Me, my wife and the kids eat beef all the time and I think we’re going to eat it even more if that’s even possible at this point. Hearty and sustainable beef is my new team.

Romo will be featured in photo and video advertisements on both digital and traditional media platforms. Social media content will also be developed and promoted on both the Beef. It’s What’s For Dinner and Romo’s personal pages.

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