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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". [9] 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. [10]
National Cattlemen's Beef Association is the group responsible for the ad campaign run in the U.S. using the slogan "Beef. It's What's For Dinner " . Music from the ballet Rodeo by Aaron Copland is used in the radio and television commercials.
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For example, in the US the advertising campaign "Beef. It's what's for dinner" is used by the National Cattlemen's Beef Association to promote a positive image of beef in the public consciousness.
Although beef certainly made a comeback, it never really regained its position at the center of the daily dinner table. Of course, the more things change, the more they stay the same.