Supervalu Promotes Store Brand Beef with Western-Themed Event

In a bid to stoke sales of its private label premium Angus Stockman & Dakota beef brand, Minneapolis-based Supervalu fired up a cowboy-themed event over the weekend at several of its various banners across the country. Featuring Western-style prizes for winners, hourly drawings for store gift cards and a celebrity “Grill-Off Showdown” that provided more than $100,000 to local charities, Supervalu’s “Family Day at the Stockman & Dakota Corral” event also gave the retailer a prime opportunity to sample its Stockman & Dakota premium Angus steak along with other outdoor-friendly foods.

“Nothing says ‘summer’ like a good cookout, and we wanted to invite all our friends and neighbors to a fun event featuring our Stockman & Dakota beef, as well as cowboy-themed games and prizes,” said Chris Hooks, Supervalu’s VP of meat, seafood, dairy, frozen foods.

At the events, local celebrities grilled up Stockman & Dakota steaks using their own special recipes. Visitors had a chance to sample and vote for their favorite celebrity-prepared steak. The winning grill-master, as determined by visitors’ votes, received a $5,000 donation to their charity of choice and bragging rights in the showdown. The second- and third-place celebrities also received a $2,500 donation each to their charity of choice.

Among the participating stores hosting the event included:
Acme in Philadelphia
Albertsons stores in Eagle, Idaho; Gig Harbor, Wash.; Goleta, Calif.; and San Diego
Cub Foods in Crystal, Minn.
Farm Fresh in Virginia Beach, Va.
Jewel-Osco stores in Chicago and Libertyville, Ill.
Shaw’s in Dedham, Mass.
Shoppers Food & Pharmacy in Alexandria, Va.

The events were planned and executed by Supervalu agency-partners Carmichael Lynch Spong, Minneapolis; Octagon, Norwalk, Conn.; and Integrated Marketing Services, Irvine, Calif.

Participating celebrities on hand for the Grill-Off Showdown can be found here.