2003 Summer Grilling Program Hits Ground This Month

An expanded Summer Grilling promotion for beef will hit stores and airwaves beginning this month.  The checkoff-funded program will run through Labor Day, and reach 31 key beef markets on radio, with additional participation by 30 state beef councils that will feature point-of-sale materials for retailers.

The promotion’s goal is to convince current grill users to grill beef more often.  It will do this by increasing demand for all cuts of beef, including undervalued cuts from the chuck and round,

State beef councils are a key element of the campaign, with 30 participating through distribution of floor graphics, posters and signage.  Twenty state beef councils are utilizing food communications materials such as recipe cards, brochures, meat thermometers and public service announcements.  In addition, state beef councils will purchase additional radio advertising in at least 12 markets this summer to extend the promotion.

Manufacturer partnerships and retail tie-ins will help extend this promotion in 2003.  On May 18, 35 million coupons will be distributed via newspaper free-standing inserts for $1-off beef with purchase of A.1. Steak Sauce or Marinades.  The promotion will be repeated on June 22 with another 35 million coupons.

On August 10, 40 million coupons for up to a $3 mail-in rebate on any beef purchase with purchase of Kingsford Charcoal will be distributed.  Other promotions and offers, with such companies as E. & J. Gallo and Kraft Foods, will also be included in the Summer Grilling campaign. 

More than 200 million savings coupons and rebate offers will be made during the campaign, offering from $1 off purchases to $3 in rebates.

The campaign will also participate in the Sutter Homes Build a Better Burger program to broaden reach.  This program encourages consumers to enter a contest to identify the best burger recipe, and includes in-store and major magazine advertising.

Target for the national and state messages will be adults ages 25-54 who love beef and are grilling enthusiasts.   All promotions will carry the “Beef. It’s What’s for Dinner”Ò tagline.

Overall, the retail marketing program includes radio advertising, in-store merchandising, and public relations activities.  It’s being conducted on behalf of the Cattlemen’s Beef Board by the National Cattlemen’s Beef Association (NCBA) and state beef councils. 

“This will be the largest summer promotion the beef industry has ever conducted,” says Alan Hess, a beef producer from Alma, Kan., and chairman of the Joint Retail Committee.  “We’re excited about the enthusiasm shown by our state beef council and manufacturing partners to expand this program to its fullest, and by the willingness of our retail partners to make it work.”

The 2003 effort builds on the 15-week 2002 campaign, which increased beef grilling cut pound sales in the seven original target markets by 10 percent, and dollar sales of beef grilling cuts by 7 percent. 

Manufacturing partners are investing more than $4 million into the campaign.  Retailers will also invest significantly in the program.  Total checkoff investment is $2.4 million, which includes advertising and retail promotion.

“This Summer Grilling campaign will be the most ambitious one we’ve done,” says Hess.  “It’s our expectation that retail beef sales will be increased as a result of this effort.”

These beef industry retail promotion and communication are funded  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.