fall of 1999 with Sam Elliott now reading the voice-over in place of Mitchum. The website BeefItsWhatsForDinner.com was launched in 2002 and serves as a resource for how to prepare and enjoy beef. The site addresses topics such as recipes, shopping recommendations, cooking tips, proper food handling and nutrition facts. www.BeefItsWhatsForDinner.com also includes Beef So Simple, a weekly electronic newsletter featuring beef cooking tips and recipes. In 2021, the campaign assumed naming rights for the NASCAR Xfinity Series race at Daytona International Speedway, branding it the Beef. It's What's for Dinner. 300. Former campaigns "Powerful Beefscapes" was a recent advertising campaign from The Beef Checkoff. Building on the "Beef. It's What's for Dinner" slogan, the print and radio advertisements, voiced by actor Matthew McConaughey, asked people to "Discover the Power of Protein in the Land of Lean Beef". Launched in 2008, with the support of partner advertising agency Leo Burnett Worldwide, the new print ads demonstrate a creative approach to food photography. Each ad brings to life one of the 29 cuts of lean beef as a landscape such as flatlands, beach, cliff, mountain, canyon and river. On the radio, the new campaign continues to use the long-standing tagline and Aaron Copland's Rodeo music. Reception According to the Beef Checkoff Program, "Beef. It's What's For Dinner" is recognized by more than 88 percent of Americans. Awards The campaign has received awards, including the 2006 Sappi Award, and the 2003, 2004, and 2007 Effie Awards. References External links BeefItsWhatsForDinner.com Advertising campaigns American advertising slogans 1992 neologisms