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2003 News Archive
Beef Summer Grilling Campaign Reaches Consumers Nationwide
America`s beef producers successfully reached out to consumers nationwide this summer through an aggressive 2003 Summer Grilling Campaign. Using targeted radio and print advertising, in-store promotions and partnerships with major retailers, the campaign was timed to coincide with the heaviest beef consumption months of the year and revolved around the industry`s "Beef. It`s What`s For Dinner®" tagline, recognized by 87 percent of consumers.
Funded through the $1-per-head checkoff program and managed for the Cattlemen`s Beef Board and state beef councils by the National Cattlemen`s Beef Association, the 2003 Summer Grilling Campaign is an integrated retail marketing effort designed to sell more beef during the summer months.
Key to the Summer Grilling Campaign`s success was radio advertising in 31 major markets around the country, including Los Angeles, Chicago, New York and Dallas/Fort Worth. As part of the promotion, top-rated radio stations also conducted live broadcasts from retail locations throughout the country, driving listeners to their local retailer to purchase their favorite cuts of beef for grilling.
In addition, three free-standing newspaper inserts were distributed nationally in the Sunday editions of the country`s leading newspapers. With a combined circulation topping 100 million households, the inserts reached consumers nationwide with valuable purchase incentives for beef.
Another key component of the Summer Grilling Campaign was the integrated effort with key related industry manufacturers, which helped the industry secure nearly $4 million in support.
"Through our radio and newspaper advertising, as well as the positive response from retailers, packers and our manufacturer partners, the Summer Grilling Campaign was a widespread success," says Alan Hess, chairman of the industry`s Joint Retail Committee. "Thanks in a large part to their support, more than 20,000 supermarkets around the country displayed point-of-sale materials with the `Beef. It`s What`s For Dinner` tagline for eight weeks during a key beef consumption period."
Participation from key retailers such as Albertson`s, Kroger and Safeway, and manufacturers like Kraft`s A.1. Marinades and Steak Sauce, Kingsford Charcoal and E & J Gallo Wines created a powerful marketing tool for beef, according to Hess. For example, Kraft placed an A.1. Steak Sauce instant coupon machine in 17,000 stores during key consumption weeks, offering $1 off beef with the purchase of an A.1. product. The partnerships also included numerous on-pack and in-store coupon offers in stores nationwide.
On the state level, beef councils took advantage of the opportunity to conduct their own summer grilling promotions - with materials provided by the national program to assure uniformity - that augmented national efforts and extended the retailer, packer and related industry manufacturer partnerships.
"The Summer Grilling Campaign plays an important role in helping to increase consumers` demand for beef, and we believe it`s working," says Randy Irion, NCBA director of retail marketing services, noting that 2003 marked the second year for the promotion. "The campaign was very positively received by retailers, and the efforts on the state level through the beef councils helped ensure the campaign`s reach all the way down to the grassroots level," he said.
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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. The checkoff assessment became mandatory when the program was approved by 79 percent of producers in a 1988 national referendum vote. Checkoff revenues may be used for promotion, education and research programs to improve the marketing climate for beef.
Producer-directed and consumer-focused, the NCBA is the trade association of America’s cattle farmers and ranchers, and the marketing organization for the largest segment of the nation’s food and fiber industry.
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