Summer grilling campaign sizzles

TSCRA Daily News Update, June 19, 2008

Summer grilling campaign sizzles

Although grilling in Texas is often times a year-round occurrence, the Texas Beef Council (TBC) is firing up its efforts for the summer grilling season.

Throughout the campaign, the Texas beef checkoff will reach consumers through radio interviews, promotions, partnerships, events and television cooking segments helping keep beef "king of the grill" all summer long.

The campaign centers around summer grilling and runs through September, extending the promotions through Labor Day and the fall football season.

TBC has teamed-up with Bolner Fiesta Brand spices and Ste. Genevieve wine for the "Mix it Up with Beef" promotional partnership that offers consumers 60,000 beef recipes and beef coupons that can be found in over 500 Texas retail grocery stores this summer.

The recipe cards offer consumers tips on Ste. Genevieve wine selection and feature a beef recipe prepared with Bolner Fiesta Brand spices.

"By partnering with companies like Bolner Fiesta Brand spices and Ste. Genevieve wine, TBC is able to leverage checkoff dollars more efficiently while still reaching consumers with beef information," said Russell Woodward, TBC senior product manager. "Our summer grilling initiatives here in Texas are unique because our partners are Texas-based companies so we can effectively target our on a state level."

On the national level, the Beef Checkoff Program is working in cooperation with partners and major retailers to offer in-store promotions and point of sale materials. Over 22,000 major retail markets across the nation will receive beef merchandising displays, coupons, recipes and grilling guides for customers.

Retail markets also receive Beef Fast Facts, an informational outline for meat retailers and their customers. These fact sheets not only provide great beef information for retailers, but also give tips and ideas on merchandising beef products.

Along with national radio advertising efforts, TBC will also air radio advertising spots throughout the state providing listeners with grilling instructions and nutritional information encouraging them to put beef on the grill this summer.

For more information about beef checkoff programs, visit www.texasbeef.org.