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'United We Steak' Campaign Celebrates Americans' Love of Grilling
USAgNet - 06/30/2020

Beef. It's What's For Dinner., funded by the Beef Checkoff, has launched "United We Steak," a new summer grilling campaign showcasing 50 steaks and all 50 states. "United We Steak" celebrates not only a shared tradition of grilling delicious steaks, but also what makes each state unique when it comes to this beloved pastime.

The idea comes to life at with an interactive map of the United States made from 50 hand-cut state-shaped steaks. The interactive map is packed full of grilling spirit and state-specific recipes and fun facts that can help consumers nationwide "beef up" grilling season this summer.

The state and U.S.-shaped steaks will be featured in national advertisements, including still images and videos that will be shared on digital and social media platforms. The advertisements will also be shared on video platforms including YouTube and Connected TV in an effort to inspire Americans to grill up their favorite beef meal no matter where they live. Each state is getting in on the fun too with localized advertisements that will reach proud grill masters in their local markets.

Underpinning the campaign is a recognition that across all 50 states and a million tastes, there is a universal love of beef sizzling on the grill with beef being the preferred summer holiday grilling protein. According to research conducted by Beef. It's What's For Dinner., which is managed by the National Cattlemen's Beef Association, a contractor to the Beef Checkoff, nearly one-third of consumers say that they plan to grill more this summer than they have in the past.

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