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C. Gray | February 7, 2022

PA Beef Council Supports the Beef. It’s What’s for Dinner Campaign Launch 

C. Gray | 2.7.22


For the second year in a row, the Beef. It’s What’s for Dinner Brand is to be back on the big stage as the sponsor of the Daytona 300, the opening race of the NASCAR season in Daytona, Florida. 

The Federation of State Beef Councils, on behalf of the Beef Checkoff, has once again partnered with the Daytona International Speedway to sponsor the 41st season-opening race for the NASCAR Xfinity Series - the Beef. It’s What’s For Dinner.® 300. The event is set for Saturday, Feb. 19, 2022, one day ahead of the legendary DAYTONA 500.   

PBC has invested in the overall campaign utilizing retail beef digital advertising via the Chicory App and Kroger brand supermarkets. With stores in over 35 states and 100+ stores on the east coast, the investment will boost the visibility of fresh beef product and specialty beef cuts through a very busy shopping season. The timing of the launch includes the highly anticipated Daytona 300 and 500 as well as the NFL’s Superbowl.   

Past Chicory campaigns have been highly successful, with sales lifts of over 8% in some regions and total beef sales during the campaigns stretching over the $1MM mark.   Digital advertising and target ad placements meet consumers in the meat aisle and encourage them to add fresh beef to their shopping cart in a unique and eye appealing way.   

Be sure to tune in to the Beef. It’s What’s for Dinner 300 on February 19, 2022 and show your pride in the beef community!   

For more information please contact Courtney Gray, Director of Communications, PA Beef Council at  – [email protected] or 814.623.2839. 


The Pennsylvania Beef Council is a producer-controlled and funded organization, which administers the Beef Checkoff Program in Pennsylvania. The Beef Checkoff Program 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. Checkoff revenues may be used for promotion, education and research programs to improve the marketing climate for beef.