The Beef Checkoff Program said Tuesday it's unveiling a new advertising campaign this month, this one geared toward a younger audience.
The revised "Beef. It's What's for Dinner" campaign adds the phrase "Above All Else" and dwells on the essential nutrients found in beef. The campaign, overseen by the Centennial-based National Cattlemen's Beef Association, is geared toward beef eaters ages 25 to 44.
Another change is the voice behind the campaign, which in the past has featured the gravely tones of Sam Elliott. The "Above All Else" voiceover is supplied by 28-year-old actor Garrett Hedlund, who recently portrayed Dean Moriarty in the movie version of Jack Kerouac's "On the Road."
Other components of the campaign are unchanged, including the use of Aaron Copeland's "Rodeo" music.
"This campaign builds upon the core benefits that only beef offers — its great taste and 10 essential nutrients, Michele Murray, consumer marketing executive director for the association, said in a statement. "While most folks just look at beef for its sizzle or great flavor, it's made up of more than that. Its nutrients are what make it the most powerful protein and what makes beef above all else."