<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 does the beef it 's what 's for dinner commercials
who does the beef it 's what 's for dinner commercials
National Livestock and Meat Board Leo Burnett Company Robert Mitchum
National Livestock and Meat Board Leo Burnett Company Robert Mitchum