Checkoff Summer Grilling Campaign Underway

June 21, 2022

The beef checkoff’s national summer grilling advertising campaign featuring former NFL quarterback Tony Romo is in full swing across a multitude of platforms and already delivering some strong results. The new ads can be viewed on YouTube and across Smart TV channels like HGTV, Fox News, CBS, ESPN and other popular connected-TV networks. Launched in early June, these platforms already have delivered well over 550,000 video views.  

In addition, new audio ads featuring Romo are appearing on Spotify and on a wide range of Sirius XM programming, including on Major League Baseball and other sports programming, throughout the summer.  Thus far, the campaign has generated more than 545,000 listens to these new radio spots.   

Beef advertising also will run across social media platforms, including Facebook, Instagram, Pinterest and Twitter. Consumers will be educated on how to build delicious and nutritious beef burgers via advertisements appearing on popular websites such as Taste of Home, Saveur and Health.com. Google search ads will be used to drive traffic to Tony Romo’s Grilling Playbook landing page, which includes an array of grilling recipes and tips on how to grill beef.   

Capping off this effort is a robust Food Network cable TV advertising buy, with more than 275 Beef. It’s What’s For Dinner. ads airings that started May 27 and will run through August.