Star Ranch Angus Beef Gets Fired up About Steak

Tyson Fresh Meats Inc., the beef and pork subsidiary of Springdale, Ark.-based Tyson Foods Inc., is touting steak as the hero of the plate to help make it the obvious choice for consumers shopping the meat case. The brand’s summer beef retail promotion features a consumer sweepstakes with a “Party Pack” giveaway offering tiki torches, a wading pool, a cooler and grilling tools, along with $100 worth of coupons for future Star Ranch Angus beef purchases.

Through July 31, consumers can enter the sweepstakes at the brand website. The sweepstakes is being promoted in stores via posters, a static cling and on-pack labels for the meat case, and online via Facebook and Twitter.

Promo materials feature a bold image of a juicy T-bone steak with slightly blurred vegetables in the background, accompanied by the tagline “Everything else is just a side dish.”

“This promotion provides an opportunity for us to increase sales of Star Ranch Angus beef during the height of grilling season,” explains Jeff Schafer, president of Chippewa Falls, Wis.-based Gordy’s County Markets. “The point-of-sale elements and the consumer sweepstakes will really help Star Ranch Angus beef stand out in the meat case plus offer added value to our customers.”

According to Kent Harrison, VP of marketing and premium programs for Dakota Dunes, S.D.-based Tyson Fresh Meats: “One of the hallmarks of the Star Ranch Angus beef program is the brand support we provide to our retailers. We fully integrate our promotions across in-store elements, the brand website, retailer websites and social media to help engage consumers. This summer’s promotion is designed to boost incremental beef sales by positioning grilled Star Ranch Angus steak as the ideal choice for the center of the plate.”