The iconic “Rodeo” music composed by Aaron Copland has long been associated with the Beef Checkoff-funded Beef. It’s What’s For Dinner. brand, but it is now being served in a new form. To celebrate National Grilling Month in July, approximately 50 influencers, content creators and media members received a special gift box in the mail, complete with its own beefy soundtrack. 

The Beef. It’s What’s For Dinner. boxes were designed to look like a grill and when opened, the “Rodeo” music played while recipients unpacked aprons, BBQ seasoning and cast-iron skillets, along with beef recipes and nutrition information. The goal was to grow and expand influencer relationships and extend reach and engagement with consumers. 

“It is exciting to see big name chefs with large consumer audiences sharing their passion for our product,” said Aimee Long, NCBA’s senior director of influencer engagement and partnerships. “Beef. It’s What’s For Dinner. is a brand thought leaders want to be associated with, and we want to continue developing those relationships.” 

Influencers and thought leaders help extend beef messaging with their large and engaged audiences. These third-party advocates, which include food bloggers, chefs, recipe creators, farmers and ranchers humanize beef’s story as they share their personal beef experiences with consumers across the country on social media platforms. One way to encourage influencers to post about beef’s taste and versatility is by sending them information and tools they can use. 

While sending gift boxes to influencers is common, the addition of music is unique and makes for a memorable beef experience. Omnivorous Adam, a Chicago cook and creator of food-related videos exclaimed that “No song gets me more fired up!” as he shared his box with followers through an online video. 

In addition to strengthening relationships, the gift boxes provided a reason for influencers to post new beef content. From beauty products and toys to high-tech gadgets and cooking tools, unboxing videos on social media are extremely popular. Consumers experience a rush watching someone open a product for the first time. Not only do they learn something new about a product they wish to purchase, but they also share in the excitement from the influencer. Consumers rely on these influencers for information and make buying decisions based on what they learn from them. 

“A lot of brands send gifts during the holidays; however, summer grilling makes sense for beef,” said Long. “When we send something that stands out at a different time of year, our information generates greater attention.” 

Work with influencers complements the promotional work the National Cattlemen’s Beef Association conducts as a contractor to the Beef Checkoff. While advertising uses the Beef. It’s What’s For Dinner. brand channels to convey information to consumers, influencers serve as third party endorsements, extending beef’s positive message. 

So far, 15 of the influencers have shared their summer grilling boxes on their social media channels, with a total audience size of more than two million consumers. 

"We hope box recipients use the high-quality aprons and skillets when they create new beef content,” said Long. “These sizzling gifts were extremely popular, and we expect to see social posts continue for the next several months, keeping beef top of mind with consumers.”