Beef Checkoff Summer Grilling Campaign Stoked Sales

DENVER - The beef checkoff-funded Summer Grilling promotion staged by the National Cattlemen's Beef Association based here, saw an increase in pound sales while offering incremental programming opportunities for retailers.

The national marketing initiatives involved State Beef Councils, and key partnerships with A.1. Steak Sauce and Marinades, Sutter Home Winery's "Build A Better Burger" promotion, Chinet, and Frank's RedHot Sauce.
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Through integrated efforts, the Summer Grilling promotion has become one of the industry's most effective marketing campaigns to help increase sales of beef at retail from May through Labor Day - peak grilling season. The campaign focused on all cuts of beef, including the chuck and round, and carried the highly recognized tagline "Beef. It's What's For Dinner."

According to Freshlook Data, beef sales were up 4.9 percent in July versus year ago sales, and saw an increase of 2.8 percent from May through July. Beef pounds were up 9.6 percent in July, and increased 6.7 percent from May through July.

"The goal of this campaign is to increase beef sales during the months when grilling is at its height," said Randy Irion, NCBA's director of retail marketing. "Summer is the ideal season to build upon the excitement of grilling and America's love of beef."

The core summer grilling promotion included several key partnerships designed to increase beef sales at retail during the summer months. :

This year's promotion also included incremental programming to help retailers capitalize on solid beef prices. The beef industry worked with leading retailers in the top 30 U.S. markets to hold sweepstakes promotions, such as the Backyard Barbecue sweepstakes; or partnerships to support already existing promotions, such as Family Day.
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