In celebration of summer grilling season, the National Beef Checkoff is hitting the road with the American GrillMaster Experience BBQ Tour.
In partnership with Sam’s Club and the Kansas City Barbeque Society (KCBS), the American GrillMaster Experience, a beef BBQ demonstration and educational tour, will include beef grilling demonstrations, product samples, recipes and other checkoff resources designed to educate and inform consumers on grilling techniques. A total of 18 events will take place in the parking lots of Sam’s Clubs locations in 17 states from June through October.
“Mobile sampling and demonstration tours are fast becoming one of the most effective marketing platforms in America today. Savvy consumers demand to see, try, taste and experience products for themselves before they make purchase decisions,” says Jane Frost of New Mexico, vice chair of the checkoff’s Joint Retail Committee. “Connecting with consumers through promotional sampling in a fun and exciting environment proves to be one of the best ways to engage our target audience, promote our beef products and drive home our promotional messages that keep beef in the minds and in the shopping carts of our consumers.”