A shopper at Reading, Pa.-based Redner’s Warehouse Markets was named the grand prize winner of a $250 Staples gift card and $250 grocery gift card for an inaugural “Back to School with Beef” promotion presented by the beef checkoff’s Northeast Beef Promotion Initiative (NEBPI).
The NEBPI partnered with 106 retail locations -- a total of nine different retail chains throughout the Northeast -- to launch the promotion, which ran from Sept. 10 through Nov. 2, and which generated 16,000 entries.
Point-of-sale materials displayed in the retail meat case included shelf wobblers and brochures featuring ground beef, middle meats and beef value cut recipes, as well as information about beef’s nutritional benefits in the diet of developing children. Retailers featured the promotion in their weekly ad circulars and on their websites in an effort to encourage shoppers to enter-to-win the grand prize by visiting www.BacktoSchoolwithBeef.com.
The promotion was also extended through radio advertisements in select northeast metro markets, as well as geo-targeted web advertising.
Redner's shopper Nicole Vosburgh of Allentown, Pa., was the grand prize winner of the $500 worth of gift cards, while runner-up prizes included a $50 gift card provided by each participating retailer.
Gary O’Brien, Redner’s Markets’ VP of perishables, was pleased to have the grand prize winner chosen from one of their stores, which offered shoppers recipe booklets and new meal solutions provided by the promotion. Having the winner chosen from Redner’s is a favorable reflection on the regional retailer's image with consumers, explained O’Brien, as well as the future of its meat departments.
For his part, Jeff Lemon, store manager of Redner’s Quakertown, Pa., location, said, “Beef has always been the staple item and driver into the store. There is a lot of variety in the beef case which creates more options for the shopper.”