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“Beef, it’s what’s for dinner.” For years I’ve laughed whenever I heard this slogan. Probably because it struck me as so pompous. But it certainly had the makings of a successful marketing tag line: it was short, it was memorable, and it got the point across, all of these in one fell swoop (not to mention plenty of Americans love beef). The best marketing messages pop into your head at odd moments and create visuals that stick with you long past when the ads have disappeared.
“I can’t believe I ate that whole thing.”
“Where’s the beef?”
“Just do it.”
They’re inherently simple, but oh-so-powerful. They are on the tips of our tongues, and we can usually pull up an instant visual that goes with ‘em.
Do you know the products from the three ditties from above? The first one’s pretty ancient—from when I was a kid. I can still remember the commercials: here’s the husband sitting on the side of the bed, holding his gut, lamenting, “I can’t believe I ate the whole thing!” His wife says a variety of sarcastic comments, from “I ate it,” to “You ate it, Ralph. You ate it.”
Cracked me up. You remember it?
It’s for Alka-Seltzer.
How about the second and third ones?
Can’t imagine anyone that’s been living in modern America that doesn’t know ‘em: Wendy’s and Nike. True classics, eh?
That’s why the beef ad message is so spot-on. It truly cuts to the chase and speaks straight to the meat-lovers of America. Not that they need any convincing. But it serves as a potent reminder to choose beef when you’re wondering what to have for dinner.
Hmmm, what is for dinner tonight?
Beef! Meat-lovers, buy more beef! That group includes my hubby, meat-lover extraordinaire. Give him a grill and a freezer full of meat and he’s one happy guy.
So this advertising catchphrase matches him perfectly. But since I began eating vegetarian shortly before we got married, we’ve had plenty of meals where we have had two different proteins. Yep, ever since the kids were young, they didn’t think it unusual at all to be offered two choices: tofu or beef … beans or sausage … tempeh or corned beef reubens.
We haven’t really thought much of it since it’s been a good way to make our mixed household work. Especially when daughter tried out some 100-percent vegetarian eating last year. It’s good to give our kids choices. Good for them to know there are many different options in the world.
For someone who grew up on conservative PA Dutch fare, it wasn’t until I was a teenager that I was introduced to a radically different way of eating: macrobiotics. My mom undertook this new way of eating (and cooking) to help resolve some health issues. Many days I would come home to open the fridge and find something new and intriguing inside. Lentils and tempeh. Seitan. Hiziki or arame with carrots. Mochi. Amasake.
It was intriguing. Eye-opening. Definitely life changing.
My mom’s sense of adventure regarding food was one that truly opened up new doors. For it was this journey into this Japanese-origin diet that helped me realize how many different diets, foods and cultures were out there. And now, thanks to the resurgence of international cuisines, there are more than enough restaurants to taste of other worlds. Sure makes it easier than having to hunt down the ingredients, find workable recipes and figure out the how-to of unfamiliar steps and recipes. Take me out to eat and I’ll enjoy it even more!
Beef—is it what’s for dinner? Now that really depends on who’s cooking, doesn’t it?
©2026 CDKitchen, Inc. No reproduction or distribution of any portion of this article is allowed without express permission from CDKitchen, Inc.
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Beef, It's What's For Dinner. Maybe
“Beef, it’s what’s for dinner.” For years I’ve laughed whenever I heard this slogan. Probably because it struck me as so pompous. But it certainly had the makings of a successful marketing tag line: it was short, it was memorable, and it got the point across, all of these in one fell swoop (not to mention plenty of Americans love beef). The best marketing messages pop into your head at odd moments and create visuals that stick with you long past when the ads have disappeared.
“I can’t believe I ate that whole thing.”
“Where’s the beef?”
“Just do it.”
They’re inherently simple, but oh-so-powerful. They are on the tips of our tongues, and we can usually pull up an instant visual that goes with ‘em.
Do you know the products from the three ditties from above? The first one’s pretty ancient—from when I was a kid. I can still remember the commercials: here’s the husband sitting on the side of the bed, holding his gut, lamenting, “I can’t believe I ate the whole thing!” His wife says a variety of sarcastic comments, from “I ate it,” to “You ate it, Ralph. You ate it.”
Cracked me up. You remember it?
It’s for Alka-Seltzer.
How about the second and third ones?
Can’t imagine anyone that’s been living in modern America that doesn’t know ‘em: Wendy’s and Nike. True classics, eh?
That’s why the beef ad message is so spot-on. It truly cuts to the chase and speaks straight to the meat-lovers of America. Not that they need any convincing. But it serves as a potent reminder to choose beef when you’re wondering what to have for dinner.
Hmmm, what is for dinner tonight?
Beef! Meat-lovers, buy more beef! That group includes my hubby, meat-lover extraordinaire. Give him a grill and a freezer full of meat and he’s one happy guy.
So this advertising catchphrase matches him perfectly. But since I began eating vegetarian shortly before we got married, we’ve had plenty of meals where we have had two different proteins. Yep, ever since the kids were young, they didn’t think it unusual at all to be offered two choices: tofu or beef … beans or sausage … tempeh or corned beef reubens.
We haven’t really thought much of it since it’s been a good way to make our mixed household work. Especially when daughter tried out some 100-percent vegetarian eating last year. It’s good to give our kids choices. Good for them to know there are many different options in the world.
For someone who grew up on conservative PA Dutch fare, it wasn’t until I was a teenager that I was introduced to a radically different way of eating: macrobiotics. My mom undertook this new way of eating (and cooking) to help resolve some health issues. Many days I would come home to open the fridge and find something new and intriguing inside. Lentils and tempeh. Seitan. Hiziki or arame with carrots. Mochi. Amasake.
It was intriguing. Eye-opening. Definitely life changing.
My mom’s sense of adventure regarding food was one that truly opened up new doors. For it was this journey into this Japanese-origin diet that helped me realize how many different diets, foods and cultures were out there. And now, thanks to the resurgence of international cuisines, there are more than enough restaurants to taste of other worlds. Sure makes it easier than having to hunt down the ingredients, find workable recipes and figure out the how-to of unfamiliar steps and recipes. Take me out to eat and I’ll enjoy it even more!
Beef—is it what’s for dinner? Now that really depends on who’s cooking, doesn’t it?
Slow Cooker Meat-And-Potato Lovers' Simple Beef Stew
Made with water, tomato soup, onion, boneless beef roast, potatoes, sweet potatoes, carrots
Made with water, tomato soup, onion, boneless beef roast, potatoes, sweet potatoes, carrots
Serves/Makes: 6
- 1 can (11.5 ounce size) tomato soup
- 1 onion, sliced
- 4 pounds boneless beef roast
- 6 medium potatoes, quartered
- 6 sweet potatoes, quartered
- 1 pound carrots, sliced or use baby carrots
- 1 can water (use tomato soup can)
Pour the can of tomato soup into the slow cooker. Place the onion slices in, place the beef roast on top, add the potatoes and carrots and pour the can of water on top. Turn the slow cooker on LOW for 8 hours.
When ready to serve, remove the roast, tear into pieces with a fork, and serve alongside the veggies.
Cook's Notes: When you arrive home to this hot dinner, the house will smell like you've been simmering stew all day - add fresh baked biscuits if you have time. Otherwise, bread and butter fills in just fine.
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©2026 CDKitchen, Inc. No reproduction or distribution of any portion of this article is allowed without express permission from CDKitchen, Inc.
To share this article with others, you may link to this page:
https://www.cdkitchen.com/cooking-experts/christine-gable/1025-beef/