PROMOTIONS 4 BEEF. IT’S WHAT’S FOR DINNER. SUCCESSFULLY RELAUNCHES BRAND For more than 25 years, NCBA, on behalf of the Beef Checkoff, has managed the Beef. It’s What’s For Dinner. brand. What’s For Dinner. brand. What’s For Dinner. In 2018, the brand was relaunched to promote beef’s unbeatable taste, quality production, variety, ease of cooking and sheer nutritional strength. A new logo, new website, new creative ad campaign and new content accompanied. The brand relaunch was an undeniable success attracting millions of views. 11.2 MILLION WEBSITE VISITORS A 96% INCREASE YEAR-OVER-YEAR 96% 2017 2018 NCBA RE SULTS 160+ million consumer touchpoints and positive beef messages this year alone + 7,000+ Google keywords associated with beef running constantly + 60 million views from Nicely Done, Lance Pekus and Rethink the Ranch videos combined +