Beef Checkoff launches 'United We Steak' campaign

Nearly one-third of consumers plan to grill more this summer than in years past.

July 2, 2020

2 Min Read
Beef Checkoff

Funded by beef farmers and ranchers, the "Beef. It’s What’s For Dinner" brand is launching “United We Steak,” a new summer grilling campaign showcasing 50 steaks and all 50 states that celebrates not only a shared tradition of grilling steaks but also what makes each state unique when it comes to this pastime. At, there will be an interactive map of the U.S. made from 50 hand-cut, state-shaped steaks. The interactive map offers state-specific recipes and fun facts that can help consumers nationwide “beef up” grilling season this summer, according to the brand.

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

“The great taste of beef has brought families together for generations and is a must-have for the summer grilling season,” National Cattlemen’s Beef Assn. Federation Division chair Buck Wehrbein said. “United We Steak celebrates not only a universal love of steak and grilling, whether for a special occasion or an everyday meal, but also the beef farmers and ranchers who work hard every day to raise high-quality beef.”

As part of the campaign, 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 with localized advertisements that will reach grill masters in their local markets, the brand said.

The campaign follows the kickoff of summer grilling season, which Beef. It’s What’s For Dinner marked with a new video released Memorial Day Weekend showcasing the dedication of farmers and ranchers to raising safe, sustainable and nutritious beef. It concludes with the simple declaration: “Summer grilling season brought to you by beef farmers and ranchers.”

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