<P> The campaign was launched the week of May 18 , 1992 by the Chicago - based National Livestock and Meat Board through a promotional arm , `` The Beef Industry Council '' , by the advertising firm of Leo Burnett Company . The `` Beef . It 's What 's For Dinner '' campaign was established through television and radio advertisements that featured actor Robert Mitchum as its first narrator , and scenarios and music ( `` Hoe - Down '' ) from the Rodeo suite by Aaron Copland , followed by a large magazine campaign that was rolled out in late July and early August . </P>
<P> The campaign was launched the week of May 18 , 1992 by the Chicago - based National Livestock and Meat Board through a promotional arm , `` The Beef Industry Council '' , by the advertising firm of Leo Burnett Company . The `` Beef . It 's What 's For Dinner '' campaign was established through television and radio advertisements that featured actor Robert Mitchum as its first narrator , and scenarios and music ( `` Hoe - Down '' ) from the Rodeo suite by Aaron Copland , followed by a large magazine campaign that was rolled out in late July and early August . </P>
who is the voice for beef what 's for dinner
who is the voice for beef what 's for dinner
Robert Mitchum
Robert Mitchum