CONTACT: Melissa
Slagle
303-867-6306
mslagle@beefboard.org
SUMMER GRILLING LIGHTS A
FIRE UNDER BEEF SALES
Checkoff-funded retail
promotions drive
consumer grilling
purchasing decisions.
CENTENNIAL, Colo.
– On the heels of
its highly successful
2007 summer grilling
campaign, the beef
checkoff is cooking up
new checkoff-funded
promotional plans for
this summer to encourage
customers to fire up
their grills for
America's favorite
protein.
"The 2007 summer
grilling season was very
successful and we were
pleased with the
results," says Don
Stewart, Cattlemen’s
Beef Board member, chair
of the beef checkoff’s
Joint Retail Committee
and importer from
Highland Park, Ill.
"Together, through
co-marketing
partnerships, the 2008
campaign will encourage
consumers to choose beef
in the grocery store
meat case for all their
grilling needs. We know
burgers are popular
year-round, but through
the beef checkoff summer
grilling program, we
encourage consumers to
give in to their passion
for a great-tasting beef
experience by purchasing
other popular grilling
items like steaks."
This summer, national
beef checkoff-funded
radio advertising
continues. There
will be
three, two-week national
radio flights leading up
to key grilling
occasions: Memorial Day,
4th of July and Labor
Day. Also, popular
retailer promotions such
as the Sutter Home/Build
a Better Burger®
promotion ($50,000 in
prizes) continue this
year, while an
additional partnership
with Kraft A.1.®
and Anheuser-Busch kicks
off Memorial Day. Also,
watch for Kraft A.1.
coupons for $1 off beef
with a purchase of A.1.
"This year’s marketing
efforts consist of a mix
of previous successes
and exciting new
partnerships," adds
Stewart, noting that
summer occasions are
great beef holidays and
events. Additional
in-store promotions and
co-marketing efforts
will follow.
As the approaching
summer months begin to
heat up, so do
checkoff-funded grocery
store promotion efforts
encouraging everyone to
be sure to add some
sizzle to 2008 grilling
with beef.
For more information
about the beef checkoff,
visit
www.beefboard.org.
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 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.
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