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Article Excerpt
It's summertime and the grilling's easy, or so say some new industry campaigns and summer-grilling promotions that will be hitting stores this May.
"We think what we're doing this year is going to be even more significant than last year," says Randi Irion, National Cattlemen's Beef Association (NCBA) director of retail marketing services.
NCBA hopes to repeat the success of last summer's grilling promotion, but on a much larger scale in 2003. Whereas the previous campaign, "Get Your Grill On," was launched in only seven major markets, this year's will land in 25 cities in a range that spans the entire country, and it will tie directly in with the long-standing "Beef: It's What's for Dinner" campaign.
"We know summer is a period of time when a grilling promotion is a natural for retailers, and there's a whole lot of beef available," Irion says.
As before, the NCBA's summer grilling promotion focuses on radio spots onto which retailers tag their own promotional information.
"The radio advertisement is a critical component, it's the foundation on which we build our promotions," Irion said.
In addition to the NCBA-funded radio ads, there will be shadow-traffic sponsorships from retailers in at least 15 markets, he adds. NCBA has also developed strategic partnerships with A.1. Steak Sauce and Marinades, Kingsford Charcoal, and Redwood Creek from E and J Gallo Winery.
Several state beef councils,...
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