The Beef Checkoff Program has launched a revamped advertising campaign called “Powerful Beefscapes” which will include a new spokesperson – actor and 2005’s “Sexiest Man Alive” Matthew McConaughey!

The goal is to reinforce people’s passion for our product, while emphasizing beef’s healthiness.This effort is called Powerful Beefscapes. “Beef. It’s What’s For Dinner” tagline, begun in 1992, is still incorporated in these ads, as is Aaron Copland’s “Hoe Down” theme music.