Mondale ran for the Democratic Party presidential nomination in the 1984 election, and was soon the front-runner. His opposition included Reverend Jesse Jackson and Senator Gary Hart from Colorado. Hart won the New Hampshire primary in March, but Mondale had much of the party leadership behind him. To great effect, Mondale used the Wendy's slogan "Where's the beef?" to describe Hart's policies as lacking depth. Jackson, widely regarded as the first serious African-American candidate for president, held on longer, but Mondale gained the nomination with the majority of delegates on the first ballot.