You may be seeing and hearing new “Beef. It’s What’s for Dinner.” advertising this summer. The beef checkoff has updated the popular campaign and rolled out new print and radio ads. Watch and learn more about the strategy behind the beef ad campaign and one of the beef producer-leaders involved.

The new campaign targets millenial and Gen-X consumers ages 25-44, and features radio ads with a new voice, actor Garrett Hedlund, who grew up on a Minnesota beef operation.

That’s the question each “Beef. It’s What’s For Dinner” print advertisement asks. It’s answered with bold copy highlighting the nutritional benefits of beef along with tantalizing food photography reminding the consumer that delicious can, and does go right alongside nutritious. Each advertisement calls out an individual essential nutrient, like protein: “The Strip steak has lots of protein…and your appetite’s attention.” Another ad reminds you that a dinner with beef “has iron. The most lean, delicious and tender iron known to man.”