From February 27 through June 8, 2026, the Arizona Beef Council ran a digital and outdoor campaign extending national Beef. It's What's For Dinner. content to Arizona audiences, timing beef's message to Spring Training, March Madness and the everyday dinner decisions in between. By the time the campaign wrapped, every dollar of the budget had gone to work: ads reached across Connected TV, YouTube, Google Display, Google Search and billboards were served 7,730,701 times to Arizona consumers, generated nearly 1.9 million video views and drove more than 9,400 clicks back to BeefItsWhatsForDinner.com.

Connected TV brought beef into the living room. 30-second spots ran across Disney+/Hulu, Peacock, Fox, Warner Bros. Discovery, MLB.TV Diamondbacks broadcasts and more, splitting the budget deliberately across general consumers, rural households and premium live sports audiences, including men's and women's March Madness. The payoff was 557,527 completed, non-skippable video views. 

YouTube kept the Hands and Pans recipe library in front of hungry viewers. Videos like the Ancho Chile Spiced Street Tacos with Pineapple Salsa and Jalapeno Crema led the pack, and the campaign closed with more than 1.35 million completed views.

Google Display leaned into baseball season, pairing a Spring Training-themed message with premium inventory on MLB.com, ESPN.com and other sports and recipe sites, delivering 957,224 impressions and 3,557 clicks. Google Paid Search stayed seasonal too, capturing consumers already searching for dinner recipes, grilling tips and ground beef ideas, resulting in 25,951 impressions and 4,753 clicks. 

On the ground, four Arizona Beef Council billboards greeted travelers and residents from February 23 through April 5, delivering an estimated 3.9 million impressions in highly visible areas including Interstate 10 and downtown Phoenix, keeping beef visible well beyond the screen. 

Layering owned digital tactics with high-visibility outdoor advertising let the Arizona Beef Council meet consumers wherever they were – streaming a show, searching for tonight's dinner, or driving past a billboard on the way to the game – with a consistent reminder to choose beef. With performance beating national benchmarks across nearly every platform, the campaign reinforces a strategy that's working: extend the national message, time it to Arizona's biggest consumer moments, and let the reach do the talking. 

This campaign was funded by the Iowa Beef Industry Council and implemented by the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff. Shared Arizona Beef Council Executive Director Lauren Maehling, “This project demonstrates the power we have of working together, via a state-state-national partnership. Iowa invested in this work because they understand the importance of promoting beef in high population states like ours, and by working with the media team at NCBA, we are able to ensure that every dollar of the campaign went toward consumer advertising and not to an outside ad agency.”

###     

About the Arizona Beef Council  
The Arizona Beef Council is a non-profit organization served by a nine-member board of directors representing cattle growers, cattle feeders, and dairy farmers, and are appointed by the Governor of Arizona. These volunteers oversee the Beef Checkoff and Checkoff-funded programs.          

About the Iowa Beef Industry Council 
The Iowa Beef Industry Council is funded by the $1-per-head national Beef Checkoff Program and the $0.50-per-head Iowa State Beef Checkoff. Checkoff dollars are invested in beef promotion, consumer information, research, industry information and foreign market development, all with the purpose of strengthening beef demand. For more information, visit iabeef.org.     

About the Beef Checkoff Program
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA Approval. For more information, visit BeefBoard.org.