Beef dollar sales and pound sales were up 3% and 6%, respectively, in 40 markets during the summer grilling program between June and September 2006. Meanwhile, beef grilling cuts accounted for 67% of total beef dollar sales during the 18-week campaign, according to FreshLook Marketing.
The checkoff-funded program included aggressive consumer advertising and promotions using national radio ads, retail partnership promotions and product sampling in cooperation with major retailers. The aim was to keep beef top of mind with consumers during a period of predicted protein oversupply.
Promotional partnerships with A.1.® Steak Sauce and marinades, Sutter Home wines and Chinet paper products expanded the reach of checkoff funds, says Cattlemen's Beef Board member Don Stewart, co-chairman of the checkoff's Joint Retail Committee.