By Emmy Powell
Communications Specialist
Former Dallas Cowboy quarterback Tony Romo has been the face of grilling this summer.
Romo is partnering with the Beef. It’s What’s for Dinner campaign, managed by the National Cattlemen’s Beef Association and funded by the Beef Checkoff.
The partnership began earlier this year and taps into Romo’s fan base to promote all things beef. The campaign showcases recipes, cooking tips, nutrition facts and information about beef sustainability.
Romo is rooted in family values and focuses on being authentic and positive. His following is large and allows the campaign to reach the nation. Romo and Beef. It’s What’s for Dinner will promote how beef is raised and addresses beef sustainability and common misconceptions.
Romo is featured promoting beef in photo and video advertisements on digital and traditional media platforms.
In addition to the social media campaign, Romo’s grilling playbook launched to help consumers find the winning combination for their dinner plates. The playbook includes classic recipes, smoking recipes, quick-to-cook recipes, grilling recipes with a twist, leftover recipes and state-themed recipes. A cooking guide for grillers of all skills is also included.
“I like that beef brings people to the table together,” Romo said. “You’re with your wife and kids at the family dinner table, outside on the patio grilling with neighbors and friends, out to dinner celebrating with a great steak, sitting with your team eating beef jerky.”
The campaign is featured on both Romo’s and Beef. It’s What’s for Dinner’s social media accounts.
Learn more about beef sustainability at BeefItsWhatsForDinner.com.