Beef industry announces 2005 summer grilling campaign
By Charlene Schuster, Executive Director Montana Beef Council
America’s Beef Producers, though their $1–per–head checkoff program, are lighting up an annual Summer Grilling campaign to ignite strong summer beef sales at retail. With the popular "Beef. It’s What’s For Dinner" tagline as a backdrop, the promotion will run for 19 weeks starting this May through Labor Day, and will focus on all cuts of beef. Last year’s promotion helped drive total beef sales up 8.2 percent on a dollar basis and 2.2 percent on a pound basis versus the same period a year earlier.
In an effort to generate increased interest in beef, America’s Beef Producers will continue their relationship with A.1. Steak Sauce and Marinades to feature beef throughout the summer. More than 84 million coupons offering $1 off beef with the purchase of A.1. Steak Sauce and Marinades will be distributed via two freestanding inserts (FSI) scheduled for May 22 and June 26. Additionally, national radio ads will run for two weeks prior to Memorial Day and two weeks before Fourth of July, reaching 94 percent of adults ages 25 to 54 16 times.
In addition, a special eight–page grilling guide, produced with A.1. Steak Sauce and Marinades, will appear in Midwest Living, Kraft’s Food & Family publication and via in–store vehicles. The guide will feature grilling recipes, party planning ideas and coupons for savings on A.1. and beef, and will reach an estimated four million readers throughout the grilling season.
The annual Sutter Home Build a Better Burger program has also returned this year, with continued support from America’s beef producers. This year marks the 15th anniversary of the contest, which will feature the "Beef. It’s What’s for Dinner" logo. Consisting of in–store displays in 1,600 supermarkets, the Build a Better Burger program will be promoted extensively and culminate in a nationally recognized burger recipe contest.
Other key elements of the promotion will include extensive radio advertising. Print ads are scheduled to appear in 27 publications such as Cooking Light, People and Better Homes & Gardens.
To ensure all key markets are able to participate, state beef councils will be providing significant support to broaden the promotion throughout their respective states. The promotion will reach a total of 43 markets nationwide, including Los Angeles/San Diego, Chicago, San Francisco/San Jose, Philadelphia, Dallas/Ft. Worth, Detroit, Boston and Washington, D.C./Baltimore. About 68 national retailers will be part of the summer beef promotion.
In Montana the promotion will include over 700 radio spots, in–store signage and demos covering all the major as well as independent retailers statewide.