On a quest to establish beef as the star protein of summer grilling season, Beef. It’s What’s for Dinner. tapped Linhart PR to generate national consumer media coverage during beef’s peak-sales summer grilling season. Knowing that cost-savings would be top of mind for consumers based on findings from a survey conducted with research partner Wakefield, subsequent coverage needed to position beef not only as a flavorful option, but also a budget-friendly choice for entertaining friends and family at summer cookouts.
Linhart PR, Beef’s national PR partner, was charged with securing coverage in national consumer news outlets during the summer months that 1) demonstrated the cost effectiveness of beef with inflation and gas prices at an all-time high, and 2) highlighted beef’s versatility and taste, qualities that summer cookout hosts and guests alike can appreciate.
To keep beef sizzling in national news throughout summer grilling season, Linhart PR developed a tailored, multi-pronged media outreach strategy that included:
Summer grilling season was a success for Beef. It’s What’s For Dinner, with Linhart PR securing 49 stories in national print/online outlets – for a total of more than 943 million impressions – that highlighted beef as the star of summer meals and provided consumers with guidance to successfully host and celebrate with beef, without breaking the bank.