Cindy wanted me to barbeque something today but I’m not into “extreme barbeque.” At least not when it’s only in the teens outside. But the Cattlemen’s Beef Board wants us to think about grilling. They’re going to be firing up the Summer Grilling Campaign again.
Conducted on behalf of the Cattlemen’s Beef Board, the 19-week program spans from May to Labor Day and is an integrated retail marketing effort that features all grilling cuts of beef, including the chuck and round, and incorporates the well-recognized tagline, “Beef. It’s What’s for Dinner.”
According to FreshLook data, last year’s promotion helped drive total beef sales up nearly 4 percent on a dollar basis versus the same period in 2004, despite a slightly reduced supply. Dollar increases in light of a reduced supply is further indication of the strong demand for beef.
Through Labor Day, the beef industry will run national radio advertising with retailer tags in the top 40 markets, which will reach more than 94 percent of beef’s target audience. In addition to the radio advertising and summer promotion, two national print campaigns focusing on beef’s enjoyment and nutrition messages will run in publications such as Food & Wine, Southern Living and Sports Illustrated.