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→History: Changed 4 instances of "ladies" to "women". The former is a restrictive and sexist word, a relic from an era in which women were expected to be "ladylike" (acquiescent, quiet, demure, self-abnegating). No one uses "gentlemen" in the same way; note that this page refers to a "man," not a gentleman.
 
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{{Short description|1984 American advertising slogan}}
{{Use American English|date=March 2021}}
{{Use mdy dates|date=March 2021}}
[[ImageFile:WheresPicture thesleeve beefof commercial"Where's the Beef?".jpg|thumb|right|The picture sleeve of a "Where's the beefBeef?" [[single (music)|single]], recorded by [[Coyote McCloud]] and [[Clara Peller]], based on her advertisement catchphrase]]
 
"'''Where's the beef?'''" is a [[catchphrase]] in the [[United States]] and [[Canada]], introduced as a slogan for the fast food chain [[Wendy's]] in 1984. Since then it has become an all-purpose phrase questioning the substance of an idea, event, or product.<ref name=Retro"Keyes">[[{{cite book|last=Keyes|first=Ralph|author-link=Ralph Keyes (author)|Ralph Keyes]], ''year=2009|title=I loveLove itIt whenWhen youYou talkTalk retroRetro: hoochieHoochie coochieCoochie, doubleDouble whammyWhammy, dropDrop a dimeDime, and the forgottenForgotten originsOrigins of American speech'' (Macmillan, 2009) {{ISBNSpeech|978-0-312-34005-6}} pp. 7, 161. Found at [httpurl=https://www.google.com/search?tbs=bks%3A1&tbo=1&q=%22I+love+it+when+you+talk+retro%22&btnG=Search+Books|publisher=Macmillan|pages=7, Google Books]. Accessed 161|isbn=978-0-312-34005-6|access-date=November 8, 2010.}}</ref>
 
==History==
[[File:Where's the Beef 2020.jpg|thumb|2020 Where's the Beef ad]]
The phrase first came to the public attentionaudience in a [[United States|U.S.]] [[television commercial]] for the [[Wendy's]] chain of [[hamburger]] restaurants in 1984. In reality, theThe strategy behind the campaign was to distinguish competitors' ([[McDonald's]] and [[Burger King]]) big name hamburgers ([[Big Mac]] and [[Whopper]] respectively) from Wendy's '"modest'" Single by focusing on the large bun used by the competitors and the larger beef patty in Wendy's hamburger. In the ad, titled "Fluffy Bun", actress [[Clara Peller]] receives a burger with a massive bun but a tiny patty from a fictional competitor, which uses the slogan "Home of the Big Bun". The small patty prompts Peller angrily to exclaim, "Where's the [[beef]]?" Director [[Joe Sedelmaier]] actually wanted Peller to say, "Where is all the beef?" but because of [[emphysema]], that was too hard for her.<ref name="Crain">{{cite newsmagazine|last=Crain|first=Rance|date=Jun 27, 2016|title=Why the Execution of an Idea Is More Important Than the Idea Itself|lasturl=Crainhttps://adage.com/article/print-edition/execution-idea-outweighs-idea/304657|first=Rance|workmagazine=[[Ad Age|Advertising Age]]|volume=87|issue=13|page=28|access-date=JunNovember 276, 2016|page=282023}}</ref>
 
The commercial was originally supposed to star a young couple, but Sedelmaier did not find the concept funny and changed it to the elderly ladieswomen.<ref name="Crain" />
 
An earlier version, featuring a middle-aged bald man saying, "Thanks, but where's the beef?", failed to make much impact. After the Peller version, the catchphrase was repeated in television shows, films, magazines, and other media outlets.
 
First airing in 1984, the original commercial featured three elderly ladieswomen at the "Home of the Big Bun" examining an exaggeratedly large hamburger bun. The other two ladieswomen pokedpoke at it, exchanging bemused comments ("It certainly is a ''big'' bun. It's a ''very big'' bun. It's a ''big fluffy'' bun. It's a ''very big fluffy''—"). As one of the ladieswomen liftlifts the top half of the bun, a comically minuscule [[hamburger]] patty with cheese and a pickle is revealed (prompting her to finish the sentence "—bun." with a much more disappointed tone). Peller immediately responds with her outraged, irascible question.<ref>{{cite book |last1editor-last=Cross |first1editor-first=Mary |editor-link=Mary Cross |year=2002 |title=A Century of American Icons: 100 Products and Slogans from the 20th-Century Consumer Culture |dateurl=2002https://archive.org/details/centuryofamerica00cros/page/191/ |url-access=limited |publisher=Greenwood Press |pages=191–193 |isbn=978-0313314810 0-313-31481-0 |access-date=4 September 2020 |url=https://archive.org/details/centuryofamerica00cros/page/191/ |pages=191-193}}</ref>
 
Sequels featured Peller yelling at a Fluffy Bun executive from his yacht over the phone and approaching fast food drive-up windows (including the "Home of the Big Bun" and a restaurant with a [[Golden Arches|golden arch]]) that were slammed down before she could complete the line.
 
Later in 1984, [[Nashville, Tennessee|Nashville]] songwriter and DJ [[Coyote McCloud]] wrote and performed a hit song entitled "Where's the Beef?" as a promotion for Wendy's restaurants' famous advertising campaign featuring Clara Peller.<ref>{{cite namebook|last1=Batchelor|first1="Beef song">Bob Batchelor and |last2=Stoddart|first2=Scott Stoddart, ''|year=2007|title=The 1980s: American popularPopular cultureCulture throughThrough history'' (Greenwood Publishing Group, 2007) {{ISBNHistory|978-0-313-33000-1}} p. 48. Found at [url=https://books.google.com/books?id=uIqyMMogRsMC&pg=PA48&dq=%22Coyote+McCloud%22&hlpg=en&eiPA48|publisher=5XHYTJLmFISclgfenqT-CA&saGreenwood Publishing Group|page=X&oi48|isbn=book_result&ct978-0-313-33000-1|access-date=result&resnum=5&ved=0CDsQ6AEwBA#v=onepage&q=%22Coyote%20McCloud%22&f=false Google Books]. Accessed November 8, 2010.}}</ref>▼
It should also be noted that the original version of the famous tagline was created some years prior to this commercial, while the Wendy's advertising account was still at their previous ad agency, Creamer-Colarossi. Creative Director Ben Colarossi came up with the tagline "Where's the real beef?", a line that was meant to differentiate Wendy's fresh meat, from its competitor's frozen offerings. As seen in the accompanying artist's mock-up by Ben Colarossi.
 
The advertising campaign ended in 1985 after Peller performed in a commercial for [[Prego]] [[pasta]] sauce, saying "I found it, I really found it",<ref>[{{cite news |date=August 12, 1987 |title=Clara Peller, the Actress In 'Where's the Beef?' TV Ad |url=https://query.nytimes.com/gst/fullpage.html?res=9B0DE0D61E39F931A2575BC0A961948260 What|newspaper=[[The happenedNew toYork ClaraTimes]] Peller|agency=[[Associated Press]] |archive-url=https://web.archive.org/web/20111120145608/https://www.nytimes.com/1987/08/12/obituaries/clara-peller-the-actress-in-where-s-the-beef-tv-ad.html |archive-date=2011-11-20 |url-status=live}}</ref> a phrase alluding to the beef in the listener's mind.▼
Also worth noting, and seen in the artist's mark-up, is the first suggestion made to founder Dave Thomas that he consider including himself in his ads, just like Tom Carvel did in his company ads.
[[File:Wendy's_Beef-Ben_Colarossi.jpg|thumb|"Where's the fresh beef?" was the first incarnation of the famous "Where's the Beef?" tagline.]]
▲Later in 1984, [[Nashville]] songwriter and DJ [[Coyote McCloud]] wrote and performed a hit song entitled "Where's the Beef?" as a promotion for Wendy's restaurants' famous advertising campaign featuring Clara Peller.<ref name="Beef song">Bob Batchelor and Scott Stoddart, ''The 1980s: American popular culture through history'' (Greenwood Publishing Group, 2007) {{ISBN|978-0-313-33000-1}} p. 48. Found at [https://books.google.com/books?id=uIqyMMogRsMC&pg=PA48&dq=%22Coyote+McCloud%22&hl=en&ei=5XHYTJLmFISclgfenqT-CA&sa=X&oi=book_result&ct=result&resnum=5&ved=0CDsQ6AEwBA#v=onepage&q=%22Coyote%20McCloud%22&f=false Google Books]. Accessed November 8, 2010.</ref>
 
There were many "Where's the beef?" promotional items, including [[bumper stickerssticker]]s, frisbees[[frisbee]]s, clothing patches, a [[Milton Bradley Company|Milton Bradley]] game,<ref>''{{cite book|last=Bellomo|first=Mark|year=2015|title=Toys and Prices''; Mark Bellomo; |publisher=F+W Media, Inc.;|page=354}}{{ISBN 2015;missing|date=November p. 3542023}}</ref> and more.▼
▲The advertising campaign ended in 1985 after Peller performed in a commercial for [[Prego]] [[pasta]] sauce, saying "I found it, I really found it",<ref>[https://query.nytimes.com/gst/fullpage.html?res=9B0DE0D61E39F931A2575BC0A961948260 What happened to Clara Peller] nytimes.com</ref> a phrase alluding to the beef in the listener's mind.
 
In 2011, Wendy's revived the phrase for its new ad campaign, finally answering its own question with "Here's the beef".<ref>[{{cite news|last=Elliott|first=Stuart|date=September 25, 2011|title=After 27 Years, an Answer to the Question, 'Where's the Beef?'|url=https://www.nytimes.com/2011/09/26/business/media/after-27-years-an-answer-to-the-question-wheres-the-beef.html?_r|newspaper=1 After 27 Years, an Answer to the Question, ‘Where’s the Beef?’] ''[[The New York Times]]'',|access-date=November September 258, 20112023}}</ref>▼
▲There were many "Where's the beef?" promotional items, including bumper stickers, frisbees, clothing patches, a [[Milton Bradley Company|Milton Bradley]] game,<ref>''Toys and Prices''; Mark Bellomo; F+W Media, Inc.; 2015; p. 354</ref> and more.
 
During the [[COVID-19 pandemic in the United States|2020]] COVID-19in pandemic]]2020, when stores were experiencing a shortage of beef, Wendy's revived the ad.<ref>{{Citecite webmagazine|last=Wohl|first=Jessica|date=2020-05-07|title=Wendy’sWendy's burgers missing from ads as the ‘Where’s'Where's the Beef?’' chain finds fresh beef in short supply|url=https://adage.com/article/cmo-strategy/wendys-burgers-missing-ads-wheres-beef-chain-finds-fresh-beef-short-supply/2255476|datemagazine=2020-05-07|website=adage.com|language=en[[Ad Age]]|access-date=2020-05-10}}</ref>▼
▲In 2011, Wendy's revived the phrase for its new ad campaign, finally answering its own question with "Here's the beef".<ref>[https://www.nytimes.com/2011/09/26/business/media/after-27-years-an-answer-to-the-question-wheres-the-beef.html?_r=1 After 27 Years, an Answer to the Question, ‘Where’s the Beef?’] ''[[The New York Times]]'', September 25, 2011</ref>
 
To launch their new breakfast menu in Canada, Wendy's released a new advertisement campaign called "Where's the Bacon?" as a callback to the "Where's the Beef?". The new campaign is similar to its older counterpart, except it focuses on the amount of bacon in breakfast [[sandwich]]es rather than beef size.<ref>{{cite tweet|author=Wendy's|author-link=Wendy's|user=WendysCanada|date=2022-05-09|number=1523633891671633921|title=Unlike others who shall remain ✨nameless✨, we never microwave our 🥓|url= https://twitter.com/wendyscanada/status/|website=Twitter.com|access-date=2022-05-12}}</ref>
▲During the [[COVID-19 pandemic in the United States|2020 COVID-19 pandemic]], when stores were experiencing a shortage of beef, Wendy's revived the ad.<ref>{{Cite web|title=Wendy’s burgers missing from ads as the ‘Where’s the Beef?’ chain finds fresh beef in short supply|url=https://adage.com/article/cmo-strategy/wendys-burgers-missing-ads-wheres-beef-chain-finds-fresh-beef-short-supply/2255476|date=2020-05-07|website=adage.com|language=en|access-date=2020-05-10}}</ref>
 
For the [[2023 Daytona 500]], [[Legacy Motor Club]] driver [[Noah Gragson]], sponsored by Wendy's, uses the No. 42 [[Chevrolet Camaro (sixth generation)|Chevrolet Camaro]] carrying "The Beef" on the hood, and a video released by the team featured Gragson using the phrase in the promotional video.<ref>{{cite tweet|author=Legacy Motor Club|author-link=Legacy Motor Club|user=LEGACYMotorClub|date=2023-02-16|number=1626347576302743555|title=Where's the beef? @Wendys|access-date=2023-02-17}}</ref>
 
==Credits==
William Welter, the executive vice president of Wendy's International, led the marketing team at the time of the campaign.<ref>[{{cite magazine |last=Alva |first=Marilyn |date=June 15, 1987 |title='Nibble' ad flop sends Wendy's agency hunting - Wendy's International Inc |url=http://www.findarticles.com/p/articles/mi_m3190/is_v21/ai_5030010/ Findarticles.com]|magazine=[[Nation's {{DeadRestaurant News]] link|access-date=July 4, 2013 |via=[[FindArticles]] |archive-url=https://web.archive.org/web/20071112132130/http://www.findarticles.com/p/articles/mi_m3190/is_v21/ai_5030010/ |archive-date=November 12, 2007 |url-status=dead}}</ref> The commercial was directed by [[Joe Sedelmaier]] as part of a campaign by the advertising agency [[Dancer Fitzgerald Sample]]. It was written by Cliff Freeman. The marketing and promotion campaign were created by [[Alan Hilburg]] and the [[Burson Cohn & Wolfe|Burson-Marsteller]] team under the direction of Denny Lynch, the vice president of corporate communications at Wendy's.
 
==Use in politics==
==Gary Hart and Walter Mondale==
===1984 Democratic presidential primaries===
The phrase became associated with the [[1984 United States presidential election|1984 U.S. presidential election]]. During [[U.S.1984 Democratic Party presidential primaryprimaries|primaries]] in the spring of 1984]], when the commercial was at its height of popularity, [[United States Democratic Party (United States)|Democratic]] candidate and former [[Vice President of the United States|Vice President]] [[Walter Mondale]] used the phrase to sum up his arguments that program policies championed by his rival, [[United States Senator|Senator]] [[Gary Hart]], were insubstantial, beginning with a March 11, 1984, televised debate at the [[Fox_Theatre_Fox Theatre (Atlanta)|Fox Theatre]] in [[Atlanta]] prior to the [[New York (state)|New York]] and [[Pennsylvania]] [[primaryPartisan electionprimary|primaries]].<ref name=Retro"Keyes" />
 
Hart had moved his candidacy from [[dark horse]] to the lead over Mondale based on allegedly superficial similarities to [[John F. Kennedy]], and his repeated use of the phrase "new ideas". When Hart once again used the slogan in the debate, Mondale leaned forward and said, "When I hear your new ideas, I'm reminded of that ad, 'Where's the beef?{{'"}} Subsequently, the two campaigns continually clashed using the two dueling slogans, Hart frequently showing reams of policy papers and retorting "Here's the beef." Mondale's strategy succeeded in casting doubt on Hart's new ideas, and changing the debate to specific details, earning him the Democratic presidential nomination.<ref name=Retro"Keyes" />
 
== See also ==
{{Portal|1980s}}▼
* [[Nothingburger]]
 
==References==
{{reflist}}
 
▲{{Portal|1980s}}
{{United States presidential debates}}
{{Wendy's}}
 
[[Category:1980s fads and trends]]
[[Category:1984 quotations]]
[[Category:Advertising campaigns]]
[[Category:American advertising slogans]]
[[Category:American political catchphrases]]
[[Category:American television commercials]]
[[Category:Democratic Party presidential debates]]
[[Category:Food industry advertising slogans]]
[[Category:Snowclones]]
[[Category:Wendy's International]]
[[Category:1984Articles neologismstitled with a question]]
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