Kansas Participates In United We Steak Campaign

July 8, 2020

According to research conducted by Beef. It’s What’s For Dinner. (BIWFD), funded by the beef checkoff, nearly one-third of consumers say they plan to grill more this summer than they have in the past. With this in mind, the Kansas Beef Council (KBC) is partnering with BIWFD to launch “United We Steak,” a new summer grilling campaign showcasing 50 steaks and all 50 states. The campaign is centered around a website, www.unitedwesteak.com, containing an interactive map of the U.S. made from 50 hand-cut, state-shaped steaks. Consumers can click on each state and find a recipe, fun facts and “meet” a ranching family from that state.    

As part of the campaign, each state and U.S.-shaped steak will be featured in national advertisements, including still images and videos that will be shared on digital and social media platforms. The advertisements also will be shared on video platforms, including YouTube and Connected TV, in an effort to inspire Americans to grill their favorite beef meal no matter where they live. KBC will focus on localized advertisements that will reach urban consumers and grill masters in Kansas.

The campaign follows the kickoff of summer grilling season, which BIWFD marked with a new video released Memorial Day weekend showcasing the dedication of farmers and ranchers to raising safe, sustainable and nutritious beef.