Beef. It’s What’s For Dinner. and the Beef Checkoff is kicking off a new campaign to celebrate life’s milestones and what beef brings to the table.

The three-year campaign, “Together We Bring More,” is focused on forming a deeper emotional connection with audiences. The campaign will celebrate life’s milestones and focus on how beef can transform both big and small experiences into meaningful moments.

Checkoff-funded research-based objectives will be communicated through the campaign. Research shows beef’s eating experience, nutrition, how it’s raised and grown, convenience and versatility directly drive consumer demand for beef.

Six focus groups provided feedback on the campaign. Each group discussed key insights like how beef is associated with memories of comfort and bonding with others.

Beef. It’s What’s For Dinner. found that special occasions and meals like Sunday dinners, backyard barbecues and Taco Tuesdays are often associated with beef.

Participants of the focus groups hosted by Beef. It’s What’s For Dinner., also agreed that beef could fit into everyday moments and make those moments more special.

The campaign’s target audience was defined by checkoff-funded consumer segmentation research. Target consumers aren’t only based on demographics. They also consider psychographics and behaviors, like personality traits, values, attitudes, interests and lifestyle choices.

Beef. It’s What’s For Dinner. will analyze the data to identify consumer behavior patterns and trends and use that information to identify the best marketing tactics.

The campaign takes a storytelling approach. Photography, video, audio and digital advertising will allow consumers to relate and create an emotional connection.

“Together We Bring More” began this summer and will continue to be featured on social media, radio, billboards and TV.

Beef. It’s What’s For Dinner. also is partnering with food influencers and chefs.

“Through this storytelling approach, consumers can learn more about what beef means to them and share their own stories,” said Sarah Reece, senior executive director of brand marketing at the National Cattlemen’s Beef Association. “We hope to engage consumers in a whole new way and establish a two-way conversation. ‘Together We Bring More’ will show relatable content directly to consumers, illustrating that beef is not just for special occasions but makes every day, meal and moment better.”

Learn more about the national beef checkoff at beefitswhatsfordinner.com.

Learn more about the state checkoff at texasbeefcheckoff.com.