New Veal Promotion
The beef checkoff has launched an exciting new veal promotion to leverage the healthy eating mindset of consumers.
The program features a signature recipe, Fast Veal Parmigiana, which has just 268 calories and can be prepared in less than 15 minutes. A recipe contest, with a $500 grocery gift card prize, will encourage home cooks to create new veal dishes. A new television commercial also was developed for this promotion. The TV spot followed a home cook as she shops for veal at her local market and then prepares the Fast Veal Parmigiana recipe found on VealMadeEasy.com for dinner in her kitchen. This ad aired on the Rachael Ray Show during the week of Jan. 18 in six major markets: New York, Philadelphia, Boston, Washington, D.C., Miami and Orlando. Online ads ran on rachaelray.com, and Web buttons plus banner ads were featured on local TV station Web sites, which linked to VealMadeEasy.com.