Fresh Beef Sales Increase During Checkoff-Funded Summer Grilling Promotion

Analysis of the beef checkoff-funded Summer 2002 Grilling Promotion indicates retail dollar sales of fresh beef in participating stores increased 2 percent during the 15-week campaign.  This increase was double that of total fresh meat sales, which grew less than 1 percent during the same time period. 

The $2.8 million integrated retail marketing program, which included radio advertising, in-store merchandising, and strong public relations activities, was conducted on behalf of the Cattlemen’s Beef Board by the National Cattlemen’s Beef Association (NCBA) and state beef councils. 

Thirty-five state beef councils executed their own Summer Grilling promotions during the campaign, while more than 6,000 grocery stores utilized 3,700 floor graphics, 109,000 cart signs, 800 window posters and millions of brochures and recipes.

As part of the program, additional beef featuring was encouraged for the participating chains.  This effectively reduced the retailers’ price per pound on beef grilling items 3 percent.  Along with others, these factors resulted in 3 million more pounds of beef grilling cuts being sold in the participating markets.  This represents a 10 percent increase in sales compared to 2001. 

“This was the first year we conducted a Summer Grilling promotion, and it provided not only significant results but some excellent guidance for future beef promotions,” according to Alan Hess, a beef producer from Alma, Kan., and chairman of the Joint Retail Committee.  “We believe retailers will respond even more favorably in future years due to the tremendous visibility and influence we had with consumers.”