A new ad campaign from the Cattlemen’s Beef Promotion and Research Board is coming your way, and it may make for unpleasant surprises for the noncarnivorous browsing through magazines.

The “beefscapes” featured in the ad campaign “Discover the Power of Protein in the Land of Lean Beef” (!) are photos of different cuts of beef arranged to resemble beaches, cliffs, and mountain ranges. In addition, the campaign has a new mystery celebrity voice, replacing actor Sam Elliott, who gave the Cattlemen’s former slogan, “Beef, It’s What’s for Dinner” (as well as the mysterious cowboy in The Big Lebowski), such western gravitas.

According to Brandweek, the campaign will play up beef’s health benefits as well as its flavor appeal, with a Cattlemen VP noting that, “Beef is the only protein that can do something majestic as convey a destination.”

My, that majestic cliff certainly looks … sinewy.

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