"United We Steak" Encourages Californians to Grab Their Favorite Beef Cut and Fire Up the Grill
The California Beef Council participates in new grilling campaign celebrating America's favorite protein pastime
Rocklin, CA – June 29, 2020 – The California Beef Council (CBC) is joining Beef. It’s What’s For Dinner., funded by the Beef Checkoff, and other State Beef Councils throughout the country to launch “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 UnitedWeSteak.com 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, state-specific recipes and fun facts that can help consumers nationwide “beef up” grilling season this summer.
For Californians, additional offers, recipes, and information about ranching and raising beef are available at UnitedWeSteakCalifornia.com. Included on the site are links to cash-back offers for beef cuts purchased at California retailers and available through the mobile apps Ibotta® and Checkout 51, and a sweepstakes offering a chance to win one of five Traeger grills.
Underpinning the campaign is a recognition that across all 50 states, 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 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.[i]
“There’s nothing like the sound and smell of beef sizzling on the grill during the summer grilling season,” said Bill Dale, Executive Director of the CBC. 'United We Steak’ not only celebrates a love for grilling that brings families together, but also the beef farmers and ranchers who work hard every day to keep beef on grills all summer long.”
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. California is getting in on the fun too with localized advertisements that will reach proud Golden State grill masters.
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.”
More beef grilling inspiration and information can be found at UnitedWeSteak.com and UnitedWeSteakCalifornia.com.
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About the California Beef Council
The California Beef Council (CBC) was established in 1954 to serve as the promotion, research and education arm of the California beef industry, and is mandated by the California Food and Agriculture Code. The CBC’s mission is to position the California beef industry for sustained beef demand growth through promotion, research and education. For more information, visit www.calbeef.org.
About the Beef CheckoffThe Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen's Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.
[i] Grilling Survey, April 2020