To tout beef as the top protein for grilling season, Beef. It’s What’s for Dinner. developed a marketing campaign devoted to gathering over grilled steak, fittingly called United We Steak. However, as COVID-19 continued to spread throughout the summer, and consumer budgets got smaller as result, the campaign expanded to promote throwing any beef product you love on the grill, including burgers.
As Beef’s national PR partner, Linhart PR was charged with generating national consumer news that 1) amplified the United We Steak campaign – including the centerpiece of the campaign, which was 50 hand-carved, state-shaped steaks featured in a variety of content, 2) reinforced beef as the preferred protein for grilling season, and 3) demonstrated how beef fits into the summer grilling season, ultimately helping to drive sales of beef products.
Three news-making strategies made beef the star of the grill:
In total, Linhart PR secured 131 stories and more than 7.3 billion impressions for summer grilling with beef.
Notable wins included: