One Brand. National Impact.

For nearly 35 years, Checkoff-funded Beef. It's What's For Dinner^®. has been a highly recognized advertising campaign. For many, it's a familiar tagline. For cattle producers, it represents much more than that. It's an outlet to show their way of life and their long-term investment in producing high-quality beef.

Today, Beef. It's What's For Dinner. works in a very different environment than it did in the early 1990s. Instead of television and print doing most of the heavy lifting, today's consumer promotion happens largely online. At the center of that effort is BeefItsWhatsForDinner.com - the Beef Checkoff's primary, consumer-facing digital platform and the main hub where national promotion, nutrition education and producer storytelling come together.

Evolving With the Consumer

Consumer habits are changing. More Americans are turning to digital media, not just for recipes, but also for answers about how their food is raised, what it contains and how it fits into a healthy lifestyle.

In fiscal year 2025, BeefItsWhatsForDinner.com recorded more than 6 million visits from consumers across the U.S. On average, visitors viewed 2.5 pages per session, resulting in more than 15 million pages of Checkoff-funded content and recipes delivered in just one year.

This traffic comes from multiple sources:

• 2.3 million visits from Google paid search (when consumers click on beef ads that appear in Google search results)
• 1.8 million visits from Google organic search (when consumers find beef content naturally in their search results without clicking on an ad)
• 800,000 direct visits (consumers typing BeefItsWhatsForDinner.com directly into their browser)
• 470,000 visits from social media (clicks from platforms like Facebook and Instagram)
• 400,000 visits from display and banner advertising (digital ads placed on other websites)

Each of those visits represents an opportunity to reinforce confidence in beef, its taste, its nutrition and trust in the people who raise it.

Driving Consumers to the Site

BeefItsWhatsForDinner.com isn't working by itself. It is the destination point for a wide range of national promotion efforts designed to keep beef top of mind.

Streaming and digital advertising help place beef messaging in front of consumers where they already spend time - on streaming services, mobile devices and search engines. When someone Googles weeknight dinner ideas or high-protein meal recipes, Beef. It's What's For Dinner. is one of the first resources they see.

Influencer partnerships also play a key role. Culinary experts such as chefs Brooke Williamson and Tim Hollingsworth, pitmaster Erica Roby and butcher T.C. Turner bring beef recipes and cooking expertise to their own audiences. Registered dietitians like Amy Goodson and Stephanie Militano share science-based nutrition information.

When those creators develop beef recipes or educational content, it lives on Beef. It's What's For Dinner. properties as well as on their own platforms. Their followers are introduced to the brand and directed back to the site, where they can explore additional recipes and resources.

In addition, partnerships with food-focused outlets like Taste of Home and The Kitchn extend beef content to large consumer audiences. Many of those placements link directly back to BeefItsWhatsForDinner.com, bringing in new visitors to learn about beef.

Partnering with influencers is a straightforward strategy that meets consumers where they are, provides helpful content and guides them back to a trusted beef resource.

A Recent Refresh

Earlier this year, BeefItsWhatsForDinner.com went through an exciting refresh. The reason was simple: The way consumers search for information is changing.

More people now use voice search and AI-powered tools alongside traditional Google searches. To keep beef content visible and easy to find, the website was reorganized to make information clearer and more accessible.

Other elements of the refresh included:

• A new look that reflects updated brand guidelines and presents beef in a clean, modern format
• Adding more question-and-answer sections based on common consumer searches
• Breaking up long paragraphs into shorter, easier-to-read sections
• Expanding step-by-step cooking instructions and cut information
• Strengthening references to credentialed experts and research sources

Simply, the site was built to be easier for both people and search engines to understand.

The goal with this refresh is to ensure that when a consumer looks for information about beef - whether it's "How do I cook a chuck roast?" or "Is beef a good source of protein?"- BeefItsWhatsForDinner.com is the resource that shows up.

NEW: Brand Campaign

Supporting the website and digital efforts is a new national brand campaign shaped by consumer research conducted in Denver, Chicago and through a nationwide virtual focus group in 2025. This campaign is set to launch in late spring and early summer 2026.

Participants across Gen Z, Millennial and Gen X generations responded positively to messaging that highlighted beef's versatility, universal appeal and ability to bring people together. They recognized beef's role across a range of cuisines, occasions and everyday meals.

The new campaign brings together four key brand cornerstones: trust, taste, ease and wellbeing. It reinforces that high-quality, safe beef is raised by dedicated producers, delivers unmatched flavor and fits into a wide range of lifestyles.

Like previous campaigns, beef remains the focus. But this new campaign will connect production, nutrition and enjoyment in a more integrated way.

And when consumers engage with that campaign - through streaming ads, digital placements or social media - they are guided back to BeefItsWhatsForDinner.com, where deeper information, recipes and producer stories await. Producers will see additional creative and messaging as the campaign continues to roll out in the months ahead.

One Destination. One Mission.

From its early days as a television campaign to today's digital platform, Beef. It's What's For Dinner. continues to evolve with the consumer.

BeefItsWhatsForDinner.com now serves as a central hub for that work - delivering millions of interactions each year, reinforcing beef's value and ensuring that when consumers look for answers, beef is part of the conversation.

Explore the refreshed site and see today's beef promotion in action by visiting https://www.beefitswhatsfordinner.com