Case Study: Beef. It’s What’s for Dinner. boosts positive perception and national reach with Linhart PR

Beef. It’s What’s for Dinner. reaches 210 million Americans with Linhart PR during COVID-19

The customer, Beef. It’s What’s for Dinner, faced the challenge of staying relevant in the media during the COVID-19 pandemic when news cycles were dominated by virus-related stories. The vendor, Linhart PR, was engaged to use media relations and communications strategy to capture media interest and position beef as a trusted protein for at-home cooking.

Linhart PR implemented a solution by monitoring news coverage and adjusting pitches to align with consumer needs, offering media interviews with experts like a celebrity chef, a meat scientist, and a dietitian. This campaign secured 17 national stories and reached nearly 210 million Americans. The work contributed to a positive perception of beef increasing to 70% and the share of dollars for beef growing from 53% to nearly 58% during the pandemic.