Beef Buzz News
NCBA's Alisa Harrison Explains New United We Steak Grilling Campaign Just In Time For The July 4th Holiday
Tue, 30 Jun 2020 09:43:59 CDT
Just in time for the big 4th of July holiday, the Beef. Itís Whatís For Dinner. brand, managed by NCBA and funded by the Beef Checkoff, is launching United We Steak, a new integrated campaign celebrating Americansí universal love of beef sizzling on the grill. Alisa Harrison, senior vice president of global marketing and research for the National Cattlemenís Beef Association, explains the new campaign.
Ron Hays Beef Buzzes With Alisa Harrison
We are celebrating summer by linking beef with consumersí favorite cooking pastime, Harrison said.
Our team has taken each state and cut out a steak in the shape of the state, she said.
You can click here to see the interactive map for each state.
The Oklahoma page features a grilled t-bone with a barbeque rub and has some interesting facts about the stateís farmers and ranchers.
Some of the states were challenging, especially Hawaii with its many islands.
They made it fun and exciting and unique, Harrison said.
Harrison said the campaign will run about 12 weeks, or basically from July 4th through Labor Day.
We originally wanted to launch it Memorial Day, but we wanted to see how the different states would handle COVID-19 restrictions, Harrison said.
We know the 4th of July is the number time people love to grill, she said.
She said the production crew actually started working on the new campaign at the beginning of the pandemic and put much of this together remotely.
We originally wanted to tie into the Olympics with a different approach, but it eventually worked out, she said.
People will always grill in the summer and they love to put a steak on the grill
The story about the difficulties of putting the campaign together, much of it remotely, will be documented in a later campaign, she said.
The campaign will be featured in national advertisements, including still images and videos that will be shared on digital, social media and video platforms.
Click here to view one of the videos.
Click on the LISTEN BAR below to hear more comments from Alisa Harrison as she talks with Ron Hays.
The Beef buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR below for todayís show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
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