When family and friends gather together, beef is often at the center of the plate, and the conversation. Whether enjoying meatballs, tacos or skirt steak with an Asian flare, beef elevates the feeling of togetherness.
To share how beef is part of memorable moments, the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, created the “Real People. Real Stories.” video series. An extension of the “Together We Bring More” campaign, this new series promotes the
Beef. It’s What’s For Dinner. brand by featuring real people and their real stories.
A beef meal is worthy of getting together, and many people do just that every day. The new series documents authentic moments of people from every walk of life, who come together and celebrate their bond the same way - over a delicious beef meal. So far, three videos demonstrate how people from across the country celebrate their traditions and the important role beef plays in their gatherings.
“I think this series helps consumers connect with the
Beef. It’s What’s For Dinner. brand in a different way,” said Sarah Reece, senior executive director of brand marketing at NCBA. "Viewers see themselves in these stories and they remind them how important beef is in their own family functions.”
One video, “Comida Familiar,” highlights a group of friends, originally from Mexico City, as they come together over Ribeye Tacos with Chile Morita Salsa to continue the traditions of their culture and homeland. Another one celebrates family and friends coming together every Sunday to enjoy Grandma’s Famous Beef Meatballs. Finally, the Asian Lion Dancing Troupe cooks-up their favorite dish - Vietnamese Shaking Beef - with the same rhythm and passion as their traditional dance. Each story includes an accompanying beef recipe featuring different cuts and flavors.
The videos are available on YouTube and are shared on BeefItsWhatsForDinner.com, social media and through Connected TV. To date, the videos have generated 4.8 million impressions and have been viewed 3.2 million times, with “Comida Familiar” the highest performer with a 77.2% view rate. This storytelling series will continue with several new videos coming in 2025.
“Based on market research and focus groups, we heard from consumers that they value how beef connects them with others,” said Reece. “Beef builds relationships, and we want to celebrate that through this project.”
Watch the videos here.