Summer Beef Promotion Strikes While Grill is Hot

The checkoff-funded Summer Grilling promotion is designed to boost the beef industry at the time it is needed most — summer months, when beef supplies tend to be at their highest levels, when beef prices sometimes falter based on that supply, and when retailers have a natural propensity to feature beef. The goal is to urge consumers to grill beef more often, increasing demand for all cuts of beef.

Manufacturer partnerships and retail tie-ins are helping extend the promotion. Thirty-five million coupons for $1-off beef when purchasing A.1. steak sauce were distributed via Sunday newspapers on May 18, and 35 million more on June 22.  The same offer was dispensed at instant coupon machines in 17,000 supermarkets nationwide until June 15 and will be dispensed again from July 14 to Aug. 10.  Summer grilling theme, retailer-tagged radio ads featuring Sam Elliot and radio remotes coordinated through the checkoff funded public relations staff began in 31 major markets in May and will continue through August. Traffic radio in 12 major markets also began in May and will continue through August.

State beef councils are tying in with the radio promotions in many markets.  Point-of-sale materials have been distributed to 30 participating state beef councils and 32 national retail accounts. Another 40 million offers will be delivered to consumers in newspapers for a $3 rebate on beef when purchasing Kingsford Charcoal.  Allied industry partners have invested $4 million in the campaign.  The total checkoff investment is $2.4 million.

“This will be the largest summer promotion the beef industry has ever conducted,” says Alan Hess, Alma, Kan., beef producer and chairman of the Joint Retail Committee.