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Frequently Asked Questions

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.

Smoking-Hot Results

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 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.

Frequently Asked Questions

With the eruptive growth of social media across audiences of all ages, influencer marketing has become an increasingly popular way to promote products and services. But what makes an influencer?

Influencers are individuals with perceived expertise or knowledge about niche topics and a significant online following. Their followers view them as trustworthy experts in their fields, and they can hold significant influence over their audiences’ purchasing decisions. Their recommendations can help brands expand their reach and message – and that’s precisely why the Beef Checkoff utilizes influencer marketing to help drive beef demand.

Beef Expert Network

In total, 22 individuals are part of the Beef Checkoff’s Beef Expert Network of influencers who are all passionate about sharing beef’s story and connecting with their audiences to promote beef as the protein of choice. The Beef Checkoff-funded brand Beef. It’s What’s For Dinner. works with three types of influencers within the Beef Expert Network:

The Food Influencer

These are food lovers who center their content around recipes, cooking advice and entertaining tips and tricks. They share most of their food experiences on blogs and social media channels to loyal audiences interested in learning about new recipes.

The Culinary Influencer

These are trusted culinary professionals to whom consumers and other culinarians look for guidance. Many of these professionals own restaurants or culinary consulting companies; some are even TV personalities. Beef. It’s What’s For Dinner. has worked with numerous celebrity chefs, with two being Hugh Acheson, judge on the popular TV show Top Chef, and Josh Capon, chef and TV personality on the show Frankenfood.

The Ag Influencer

These influencers are members of the beef industry who run their own cattle operations and want to share their beef stories with consumers. These advocates engage with audiences and the media to ensure accurate information about the beef industry is heard.

The Nutrition Influencer

These are trusted and established nutrition, health and fitness experts who maintain professional credentials such as Registered Dietitian (RD), Medical Doctor (MD) or Certified Personal Trainer (CPT). They are considered thought leaders in their field and provide evidence-based, diet-related health and wellness recommendations to consumers and other health professional peers.

Influencer Criteria

Beef. It’s What’s For Dinner. works to create long-term relationships with these individuals, and all must be a natural fit for the brand. To create authentic content, influencers must meet a certain set of criteria:

  • Express passion about beef and have already shared beef content with their audience.
  • Possess credibility in their field.
  • Create visually appealing content.
  • Have a highly engaged audience.
  • Have a national audience of older millennial parents (Beef. It’s What’s For Dinner’s. main target audience).
  • Have a successful presence on multiple social media platforms.

Growing Relationships

Most importantly, influencer marketing is a partnership, and the Beef Checkoff strives to build solid, productive relationships with these individuals.

The Beef Checkoff creates educational opportunities so its influencers can have the most up-to-date, beef-focused nutrition, research, culinary and production content. This information is delivered through webinars, conference session support, events, digital communications and hosted experiences.

This collaboration ensures influencer content supports Beef Checkoff campaigns and promotes beef efficiently and effectively. Once influencers create the content, they share it with their audiences across digital and social media platforms, but Beef. It’s What’s For Dinner. also utilizes their content in its own marketing efforts. To further extend the reach of influencer-curated messaging, Beef. It’s What’s For Dinner. spotlights this content on its social media platforms to reach new audiences. This strategy is especially beneficial with the Ag Influencer group because it helps consumer audiences meet beef farmers and ranchers and learn about beef production right from the source.

Beyond Social Media

The Beef Expert Network contributes to paid digital content, including blogs and articles authored by influencers and hosted in urban news publications like LA Weekly and The New York Times.

Also, Beef. It’s What’s For Dinner. takes advantage of the popularity of their celebrity chefs and TV personalities and hosts media tours featuring these influencers. These media tours allow TV and radio stations across the country to interview the influencers about beef recipes and nutrition. In fiscal year 2021, Beef. It’s What’s For Dinner. hosted four satellite media tours, each resulting in an average of 20 interviews that aired more than 500 times.

It’s All in the Results

For Beef. It’s What’s For Dinner., engagement is key. The goal is to have consumers click on the recipe and beef messaging links to learn more about beef and how to cook with it. Here are successes from recent influencer campaigns:

Summer Grilling Campaign

Fourteen food and culinary influencers posted beef summer grilling recipes on their social media channels in June, July and August.

Total Reach: 372,592

Total Engagement: 60,028

Celebrating National Ag Day

Five ag influencers shared their beef stories to celebrate National Ag Day. These social media posts received paid amplification to increase their reach and carry the agriculture message to new consumer audiences.

Total Reach: 490,867

Total Engagement: 5,027

“Tailgating with Rasheed Philips” YouTube Campaign

Philips starred in a long-form YouTube campaign to develop videos on beef recipes for tailgating.

Video Views: 158,956

Total Reach: 275,526

Beef in the Early Years Campaign

Seven nutrition influencers shared social media posts to highlight beef in the early years and encourage parents, caregivers and doctors to make every bite count.

Total Reach: 232,139

Total Engagement: 80,876


Measurement cheat sheet:

Reach: The number of unique users who were shown a post during its lifetime.

Engagement: The total number of times that users reacted to, commented on, shared or clicked on a post during its lifetime.

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

Today, TikTok is a social media giant and a highly relevant social media platform, particularly for Gen Zs and millennials. With more downloads than even Facebook and Instagram, TikTok has more than 800 million monthly users worldwide. Because TikTok features so many key target audiences active in one space, the Beef Checkoff has joined in on the fun, promoting prepared beef and veal in unique and trendy ways.

The North American Meat Institute (NAMI) executes Checkoff-funded projects to promote prepared beef products. One goal is to get consumers to think about prepared products, like beef hot dogs, roast beef, corned beef and beef jerky in new and different ways – and TikTok is a platform where consumers embrace creativity. The food side of TikTok is one of the most popular and trending areas on the app. Here, users can find at-home, professional and celebrity chefs. To capitalize on food’s popularity on TikTok, NAMI ran three campaigns with the Food Renegades, the largest alliance of social media chefs in the world with 40 million followers combined.

Checkoff-funded TikTok Campaigns

  • #WienerWednesday: Beginning in July of 2020, #WienerWednesday was all about the beef hot dog. Forty unique recipes and fun facts were shared about hot dogs by different creators. The videos were watched more than 27 million times, generated nearly 3.5 million likes and had 15.8 million hashtag views, making it the most viral beef campaign ever organized on TikTok. Watch the #WienerWednesday recap video:
  • #BeBeefPrepared: This campaign featured eleven influencers and their recipes on how to “Be Beef-Prepared” for the holidays and for the new year. The campaign reached more than two million TikTok users and engaged 362,600 consumers.
  • Deli Dinner Showdown Tournament: To celebrate National Deli Meat Month in March, The Deli Dinner Showdown was a tournament-structured event with leading TikTok creators sharing their enthusiasm for deli meats. This tournament encouraged creators to think outside of the box with their recipes for a chance to win $100. These creators showed their followers that you can use deli meats for more than just lunch and sandwich options. This campaign concluded in May, and results are still being collected.

The Checkoff-funded brand Veal – Discover Delicious has also been using TikTok to showcase veal’s versatility. Veal – Discover Delicious partnered with popular TikTok food creators to introduce veal to consumers and open their eyes to new recipe concepts.

These TikTok tournaments and highly engaging campaigns have brought out the originality in food creators. Prepared beef products were shown in shakshuka, Reuben casserole and even beef hot dog octopuses. Also, veal was highlighted in different burger and taco recipes.

The Beef Checkoff is excited to be working on new TikTok campaigns for the future and is consistently monitoring new technologies and platforms to continue reaching and engaging new audiences to drive demand for beef.