Beef. It's What's For Dinner.

Making Beef the Go-To Choice for Summer Grilling

Linhart used consumer insights to implement a summer grilling campaign focused on beef’s value, versatility and flavor that generated 85 national earned media placements and billions of impressions while increasing coverage 19.7% and impressions 55.7% over the previous grilling season.

Challenge

Summer grilling presents a critical opportunity to influence what consumers purchase and serve, but beef competes with countless food options and brands for attention. At the same time, consumers are looking for ways to balance flavor and variety with affordability, convenience and ease in the summer meals they prepare. Beef. It’s What’s For Dinner. needed to stay top of mind by demonstrating how beef is an approachable, delicious and versatile choice for all grilling occasions.

Strategy

Linhart identified an opportunity to connect beef with what consumers and media were already seeking: value-driven recipes, trending food formats and practical cooking tips. The team positioned accessible beef cuts and popular preparations as timely solutions for summer occasions via a diverse spokesperson bench, including a pitmaster, executive chef and celebrity chef, that added credibility and personality to story offers.

Execution

The team built a targeted national media program around three content pillars: highlight ground beef and burgers as the summer grilling hero, showcase budget-friendly steak cuts and deliver expert-led grilling guidance. The team tapped into trending burger styles and regional favorites, developed stories around approachable steak techniques and pitched practical “mistakes to avoid” and how-to content. Outreach was tailored to the editorial formats reporters were actively seeking, resulting in placements across top-tier food, lifestyle and broadcast outlets including Parade, Us Weekly, Food Republic, Martha Stewart, TODAY and FOX.

Results

85 national earned media placements and 7.5 billion impressions.
19.7% increase in coverage quantity and 55.7% increase in impressions compared to the previous grilling season.
Reinforced beef’s value, versatility and taste with national consumer audiences, with at least one of these key messages appearing in every story.
Increased visibility for accessible beef cuts, recipes and grilling techniques, helping make beef the go-to choice for summer meals.
The work earned a Gold Pick award from the Colorado Chapter of the Public Relations Society of America.

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