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Summer grilling lights a fire under beef salesCheckoff-funded retail promotions drive consumer grilling purchasing decisions On the heels of its highly successful 2007 summer grilling campaign, the beef checkoff is cooking up new checkoff-funded promotional plans for this summer to encourage customers to fire up their grills for America's favorite protein. "The 2007 summer grilling season was very successful and we were pleased with the results," says Don Stewart, Cattlemen's Beef Board member, chair of the beef checkoff's Joint Retail Committee and importer from Highland Park, Ill. "Together, through co-marketing partnerships, the 2008 campaign will encourage consumers to choose beef in the grocery store meat case for all their grilling needs. We know burgers are popular year-round, but through the beef checkoff summer grilling program, we encourage consumers to give in to their passion for a great-tasting beef experience by purchasing other popular grilling items like steaks." During the 2007 summer grilling season, grilling cuts accounted for $3.5 billion in total beef sales and 8.7 million pounds of grilling cuts were sold. As one might expect, steaks and burgers were the most popular beef items for grilling. This summer, national beef checkoff-funded radio advertising continues. There will be three, two-week national radio flights leading up to key grilling occasions: Memorial Day, 4th of July and Labor Day. Also, popular retailer promotions such as the Sutter Home/Build a Better Burger promotion ($50,000 in prizes) continue this year, while an additional partnership with Kraft A.1., and Anheuser-Busch kicks off Memorial Day. Also, watch for Kraft A.1., coupons for $1 off beef with a purchase of A.1. "This year's marketing efforts consist of a mix of previous successes and exciting new partnerships," adds Stewart, noting that summer occasions are great beef holidays and events. Additional in-store promotions and co-marketing efforts will follow. As the approaching summer months begin to heat up, so do checkoff-funded grocery store promotion efforts encouraging everyone to be sure to add some sizzle to 2008 grilling with beef. 5/26/08 Date: 5/22/08
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