Summer Grilling Campaign Gains Momentum Through July 4 Holiday

DALLAS (JULY 22, 2003) – Midway through the Cattlemen’s Beef Board’s aggressive 2003 Summer Grilling program, America’s beef producers have secured more than $4 million in support from key partners, executed more than 100 value-added radio promotions and worked with an average of two retailers in each of the 30 top markets targeted by the campaign.

Integrated efforts between state beef councils, retailers and key manufacturers have assisted in extending the success of the nationwide campaign over last year. Funded by America’s Beef Producers through their $1-per-head checkoff program and managed for the Cattlemen’s Beef Board by the National Cattlemen’s Beef Association (NCBA), with additional coordination by individual state beef councils, the 2003 Summer Grilling campaign is an integrated retail marketing effort designed to sell more beef during the most popular season for grilling. 

The promotion utilizes the beef industry’s tagline, “Beef.  It’s What’s for Dinner,” part of the ad campaign recognized by 87 percent of consumers.

“We have created an effective campaign that focuses on all beef cuts, with the goal of increasing the sales and demand for beef during the summer.  With the continued support from the state beef councils and key retailers, we believe the Summer Grilling campaign will substantially improve these numbers,” said Randy Irion, director of retail marketing services for the NCBA.  “Since more beef is sold during the summer months, we wanted to reach out to our consumers and build upon the excitement of grilling by encouraging the purchase of America’s favorite protein.” 

The 2003 promotion, running from May through Labor Day, has included participation from more than 15 key retailers, including Albertson’s, Safeway and Kroger.  To date, extensive radio advertising and traffic spots, including retailer tags encouraging consumers to purchase beef, have aired in more than 30 top markets.  In addition to advertising efforts, more than 160 special added value promotional opportunities will be taking place across the country in top markets such as Chicago, Los Angeles, Philadelphia and Dallas/Fort Worth.

As part of the added value promotions, top-rated radio stations have been broadcasting live from retail locations around the country, driving listeners to their local retailer to experience the grilled taste of beef and to purchase their favorite cuts, including those from the chuck and round.

The 2003 Summer Grilling program also incorporates support from A.1. Steak Sauce and Marinades, Kingsford Charcoal and Redwood Creek from E&J Gallo Winery.  Key aspects of their involvement includes the distribution of three free standing inserts (FSI) via the country’s top Sunday newspapers, coupon machines in more than 17,000 retailers nationwide, and numerous on-pack and in-store coupon offers reaching millions of consumers.

The promotion has received significant participation from state beef councils via state-run promotions based on the national campaign.  In an effort to drive state interest and support, states were provided tool kits designed to guide them in developing their own promotions. 

“It’s mid-summer and our promotion efforts are running at full-speed with strong consumer support,” said Irion.   “We feel this campaign is on target to increase sales of all fresh beef, with yet another successful summer for retailers and the beef industry.”

For more information about the 2003 Summer Grilling Promotion, contact Randy Irion at 312/670-9403 or visit the official Website at www.BeefItsWhatsForDinner.com.

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Beef industry promotion, information and research projects are funded in part by beef producers through their $1-per-head checkoff program and are managed for the Cattlemen's Beef Board and state beef councils by the National Cattlemen's Beef Association. The national beef checkoff is administered by the Cattlemen's Beef Promotion and Research Board, subject to USDA approval. This 108-member board is appointed by the Secretary of Agriculture to oversee the collection of the $1-per-head checkoff, certify state beef councils, implement the provisions of the Federal Order establishing the checkoff and evaluate the effectiveness of checkoff programs.