Showcasing Beef's Taste, Versatility and Affordability for Summer Grilling Season

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.

Media Relations & Influencer Marketing
Communications Strategy & Planning
Premium Food & Beverage


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:  

  1. Mirroring the economic outlook in outreach angles: By closely monitoring the news cycle, as well as the types of grilling-related content reporters were looking for on platforms that connect journalists to expert sources like HARO (Help A Reporter Out), the team identified what information media and consumers were hungry for as grocery prices continued to climb. The team then crafted a cost-savings angle about buying beef in bulk and cutting it down at home, which ultimately led to a CNET feature story.
  2. Pitching with precision via real-time customization: Knowing that reporters are increasingly reporting on an assignment-only basis, Linhart PR remained flexible and pivoted accordingly throughout summer grilling season. For instance, while outlets like were seeking burger recipes, others like Eat This, Not That! were soliciting steak tips from expert chefs. By working hand-in-hand with the Beef team and evolving pitches to match the exact format and needs of various media outlets, the team was well-equipped to deliver on-target, fully packaged materials and stories to media.
  3. Pairing calendar moments with a celebrity spokesperson to ‘beef up’ pitches: To add timeliness to pitches and encourage coverage, Linhart PR leveraged Father’s Day – smack dab in the middle of grilling season – as an opportunity to craft a story around 2022 celebrity brand ambassador, former pro football star, commentator and dad, Tony Romo. Linhart PR used Romo’s favorite beef recipe for enjoying on Father’s Day to personalize the angle, and give reporters at Parade and fresh, insider content.


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.

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