Retail dollar sales of fresh beef in participating stores increased 2% during the 15-week, checkoff-funded Summer 2002 Grilling Promotion. The increase was double that of total fresh meat sales, which grew less than 1% during the same time period.
The national, $2.8-million, integrated retail marketing program included radio advertising, in-store merchandising and public relations activities. Meanwhile, 35 state beef councils executed their own Summer Grilling promotions during the campaign.
“This was the first year we conducted a Summer Grilling promotion, and it provided not only significant results but some excellent guidance for future beef promotions,” says Alan Hess, a beef producer from Alma, KS, and chairman of the Joint Retail Committee. “We believe retailers will respond even more favorably in future years due to the tremendous visibility and influence we had with consumers.”