Beef. It’s What’s For Dinner.

Driving Industry Visibility and Beef Sales Through Authentic Rancher Storytelling

Linhart shared a modern rancher’s story on the national stage, generating nearly 70 million potential impressions through a CBS Saturday Morning feature segment that boosted beef sales and understanding of what it means to raise cattle today.

Challenge

Beef. It’s What’s For Dinner. – managed by the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff – aimed to highlight modern cattle ranching and strengthen consumer perception of the beef industry. The team identified Kimberly Ratcliff, a Black female rancher and entrepreneur who left Wall Street to lead her family’s Texas ranch, as a compelling voice. The challenge was translating her multifaceted story into meaningful national coverage that reflected her impact while advancing broader goals to showcase beef’s value and the people behind it.

Strategy

Linhart developed a storytelling approach that leveraged Kimberly’s personal journey and highlighted her as a representative of modern ranching focused on business innovation, sustainable land management and community impact. The team then matched Kimberly's story to national media opportunities that prioritized authentic, human-centric and behind-the-scenes storytelling.

Execution

Linhart conducted in-depth interviews with Kimberly to uncover the pitch narrative: family, career path, ranching operations, community impact and a commitment to land stewardship. The team activated a targeted media approach, cultivating a relationship with a CBS Saturday Morning cohost known for human-interest features.

To bring the story to life with the dynamic visuals required for a piece of this caliber, Linhart coordinated filming across multiple locations, including Kimberly’s ranch, with her culinary partners and at her beef distribution sites, while preparing spokespeople and guiding messaging to ensure the segment appropriately represented her experience and the broader beef industry.

$14,000+

in beef sales following the airing

69 million

potential impressions nationwide

220

syndications across local affiliates

Results

National CBS Saturday Morning feature segment, with 220 syndications across local affiliates
More than 69 million potential impressions nationwide
$14,000+ in beef sales following the airing
1,200+ new social media followers for Kimberly Ratcliff
Better understanding of cattle ranching and beef production – and the real people behind both
Won a PRSA Colorado Gold Pick Award

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