Promotion
According to the Beef Act, promotion means any action aimed at advancing the image and desirability of beef and beef products with the express intent of improving the competitive position and stimulating sales of beef and beef products in the marketplace. Among checkoff programs in promotion are paid consumer advertising; retail and foodservice marketing; food-media communications; veal marketing; new-product development; beef recipe development; and other culinary initiatives.
80 New Recipes!
The checkoff’s Culinary Innovations Team has developed 80 new recipes so far this fiscal year. Each recipe went through multiple tests to ensure that consumers following it enjoy perfect results every time. Once recipes receive the stamp of approval from our culinary team, there are several options for their distribution: The No. 1 destination is www.BeefItsWhatsForDinner.com, which currently houses 534 recipes. BIWFD.com sends e-mails with featured recipes to 65,500 consumers each week, and has 31,000 Beef So Simple newsletter subscribers, 1,644 Twitter followers, and 32,800 Facebook fans. In addition, recipes from the checkoff's culinary team have been printed on 200 milion on-pack labels.
Tailgating With The MVP
The beef checkoff’s first full-scale fall tailgating promotion targeting consumers in the Northeast will remind them to “Invite the MVP (Most Valuable Protein) to their tailgating parties and enjoy the value of protein-packed beef.” To date, 114 retail locations are signed up to participate in the promotion, which will feature six beef recipes in a consumer recipe booklet. Additional materials include retail shelf wobblers and an online micro-site for consumers to enter a grand prize sweepstakes. The promotion will run from Sept. 13 – Oct. 31, 2010. For tips on safe beef tailgating, visit 10 secrets to grilling.
Funded by the Beef Checkoff.