KANSAS CITY, Mo. – Beef. It’s What’s For Dinner, is a campaign by the National Cattleman’s Beef Association that has long been heard by consumers and meat lovers alike as they listen to the radio or watch television.Now the NCBA is trying to focus on digital and social media.

With some stylish new advertisements highlighting some beef farmers, the trade association is hoping this update gets more people to recognize its contribution to meat and America.

In this podcast, MEAT+POULTRY spoke to Alisa Harrison, senior vice president of global marketing and research at the National Cattlemen's Beef Association, a contractor to the beef checkoff, about the campaign and what the group is planning to do moving forward. Check out one of the advertisements below.