Six Ways the Checkoff Is Beefing Up Summer 2022
It’s time to fire up the grill and prepare for a sizzling summer full of beef! Launched over Memorial Day weekend, a brand-new Checkoff-funded Beef. It’s What’s For Dinner. grilling campaign is reaching consumers in new ways and encouraging them to add some spice to their summer recipes. From a partnership with NFL superstar Tony Romo, promotions with Kroger and Sam’s Club, and new radio and TV ads, inspired consumers will be served up delicious beef grilling recipes with tips and tricks for the barbeque, along with nutritional info. See what’s cookin’ and how it will come to life across all types of media, including print, digital, social, radio and TV.
Beefing Up Summer
Over the next few months, consumers will gather around the grill with family, friends and good food, and the Beef Checkoff is determined to ensure beef is on the menu. Consumers are likely to grill twice a week or more, and the average American grills an impressive 9.55 times per month1. Here are all the ways the Checkoff’s summer grilling campaign will keep beef top of mind.
- Partnership with NFL superstar Tony Romo: Because he’s a “Cowboy” at heart, Tony Romo is out promoting beef and the cowboy way of life. This summer, Romo will urge consumers to “make the right call” with beef – a new tagline he will be using in his efforts. He will help consumers pick the right recipes and beef cuts and provide tips and tricks for gathering around the grill. Romo will be featured across all media platforms, from TV advertising to Facebook, Instagram and Twitter. You can expect to see him sharing his favorite recipes, grilling tips and even a behind-the-scenes look into his personal passion for beef. Watch Tony’s beef ads.
- Influencer Partnerships: Beef. It’s What’s For Dinner. will execute influencer campaigns with individuals in the food, culinary and nutrition spaces. Influencers will connect with their audiences through social media posts and videos to promote beef as the protein of choice. Learn more about the Beef Checkoff’s influencer marketing program.
- Paid advertising on TV, radio and digital platforms: Consumers will see beef-focused videos and messaging through Connected TV like Hulu, Apple TV and YouTube; audio ads on Spotify and SiriusXM; Google Search and digital ads. Articles and recipes will also be placed on websites and in outdoor ads. In addition, the Checkoff will partner with ESPN and The Food Network to feature digital advertising and broadcast TV spots.
- Promotions with Kroger and Sam’s Club: These promotions will target consumers where they are shopping, whether on the app, online or in-store with coupons and deals.
- Press releases and media pitches: Articles will be sent out to consumer-focused publications and magazines on beef summer content. A satellite media tour – a series of TV, radio and online interviews conducted in a single day— will focus on sharing tips for the perfect summer cookout. Editors, reporters, broadcasters and TV hosts will attend the satellite media tour and craft their own stories based on the information shared.
- Social media efforts: Beef. It’s What’s For Dinner. social media channels (Facebook, Instagram, Pinterest and Twitter) will feature Tony Romo posts, a Father’s Day sweepstakes and Grilling 101 videos.
All these efforts will drive people to Beef. It’s What’s For Dinner’s. website for all things grilling, including Tony Romo’s Playbook, which will feature recipes, grilling tips, quotes from Romo and summer grilling videos.
For years Beef. It’s What’s For Dinner. has promoted a summer grilling campaign, and it’s expected to only get better and better. Last year, paid advertising generated more than 84 million video views, 230,000 social media likes, shares and comments, 369,000 clicks to Beef. It’s What’s For Dinner. articles and recipes, 315,071 BeefItsWhatsForDinner.com pageviews and nearly 50,000 audio ad listens.
This year with a larger presence on Food Network, a brand-new partnership with ESPN digital and Tony Romo headlining as beef’s spokesperson, Beef. It’s What’s For Dinner. expects to see performance numbers increase.
Through amusing and engaging campaigns, like these summer grilling promotions, the Beef Checkoff works to position beef as the number one protein of choice. The promotion program broadcasts beef’s unique and core attributes and works to showcase the powerhouse nutrients beef provides while reminding consumers of the unbeatable pleasure that beef brings to meals. By doing all of this, the Beef Checkoff ultimately drives demand for beef and brings attention to the men and women who raise beef and feed the world.
The Beef Checkoff program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.