2004 Grilling Campaign Designed to Boost Beef Demand
By Charlene Schuster, Executive Director Montana Beef Council
Responding to a blaze of beef sales last summer, America’s beef producers are heating up the summer of 2004 with an aggressive promotional campaign designed to increase beef demand. The national promotion will run through Labor Day and receive radio support in 44 major U.S. markets. This year’s summer grilling promotion also will help celebrate the 100th anniversary of the hamburger, widely reported to first make its public appearance at the St. Louis World's Fair in 1904.
The Montana Beef Council will enhance the national radio advertising promotion with over 950 radio spots targeting consumers in–state. The promotion is funded by cattlemen through their $1–per–head Beef Checkoff Program. Building on the success of the 2003 grilling campaign, this summer’s program will focus on all cuts of beef, including the chuck and round, and will carry the tagline, "Beef. It’s What’s For Dinner.®"
Keeping in mind that last year’s promotion took place in a period of time May to Labor Day of reduced supplies and higher prices than the year before, beef dollar sales volume increased 3.4 percent and grilling cuts sales volume increased 4.2 percent. This certainly indicates that this campaign is vital for cattle producers in order to keep beef on Americans’ plates.
Other state beef councils will again play a major role both in rollout of the campaign and expansion of messages within their own states and regions. Thirty state beef councils ordered in–store, point–of–sale materials in 2003, and it is be participating again this year.
One of the most powerful elements of the program is development of a strategic promotion partnership with A–1 Steak Sauce and Marinades. In 2004, A–1 will offer coupons for $1 off the price of beef with the purchase of A–1 at retail locations across the country. In addition, A–1 will fund two national freestanding insert ads in the Sunday edition of daily newspapers in more than 50 major markets. Each insert will reach a total of 35 million readers on May 16 (pre–Memorial Day) and again on June 20 (pre–Fourth of July). The coupon support completely funded by partner participation will seek to drive consumers to purchase more beef.
Other key elements of the summer grilling promotion include extensive radio advertising, in conjunction with retailers in 44 major markets, plus national public relations support with special added–value promotional opportunities and various point–of–sale materials.
With our aggressive 2004 summer promotion efforts, we anticipate increased sales of all fresh beef, resulting in yet another successful summer for grocery retailers and the beef industry. The ability to build on our experiences from 2003 has allowed us to create an effective, targeted promotion and reach a greater number of consumers with messages.
For more information about the 2004 Summer Grilling Promotion, visit the checkoff–funded Web site at www.BeefItsWhatsForDinner.com.