New Retail Campaign is the ‘Veal Deal’
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A year’s worth of free groceries will generate a lot of excitement. That’s the idea behind the new marketing campaign being launched by the Beef Checkoff. With a sweepstakes, a new interactive Web site and a TV promotion, the checkoff hopes to generate significant demand for cooking veal at home. The shopper marketing program focuses on selling the dish, not the cut.
“People already love veal,” says Dean H. Conklin, CAE, the checkoff's Executive Director for Veal Marketing. “But our research tells us they don’t always know how to cook it. By educating consumers about how easy it is to prepare a delicious, nutritious veal dinner in their own kitchens, veal will enter the short list of protein options for home cooks.”
With the launch of the VealMadeEasy.com Web site in late January, consumers are able to access new, fast-and-easy recipes using the most common cuts available in stores. They’ll also find cooking tips, videos and other nutritional information to communicate that veal is low in fat and calories as well as high in protein. Plus, they can enter online to win free groceries for a year from their favorite retailer. The sweepstakes runs until the end of March. A FOX TV and online campaign in New York City, Boston, Philadelphia, Washington, D.C. and Tampa will support this effort.
A colorful new logo with the tagline “Delicious Nutritious Veal” also will be featured online and on all in-store materials.
“The new campaign will be integrated with retailers working with state beef councils, the Northeast Beef Initiative, participating veal packers and processors, and marketing partners like Colavita Olive Oil,” concludes Conklin.
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.
Funded by the Beef Checkoff.
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