The new “Beef. It’s What’s For Dinner.” consumer advertising campaign is premiering this month, bringing the recognizable tagline to older millennials and Gen-Xers. The new campaign, funded by the beef checkoff, will feature sizzling beef recipes, juicy details about essential nutrients and the voice of one of Hollywood’s most promising new talents.

The new “Above All Else” campaign aims to reach the next generation of beef eaters – the older millennial and Gen-Xer, aged 25 to 44 –who care about food and nutrition.

While keeping many brand mainstays, such as Aaron Copeland’s “Rodeo” music, the new beef campaign is switching up the voice behind the famous words, “Beef. It’s What’s For Dinner.” Sparking a new interest for the older millennial and Gen X target, Garrett Hedlund’s voice will take a starring role in the campaign’s radio spots. Garrett personally represents healthful living, and his strong, warm voice is perfect for provoking new understanding about beef.