Columbus Day Promo Recap
More than 90,000 consumers voted veal parmigiana as their favorite Columbus Day veal dish, through a checkoff-funded promotion on VealMadeEasy.com. The campaign aimed to motivate home cooks to prepare veal on this Italian-themed holiday. Humorous TV spots aired in top Northeast consumer markets featured a couple in the kitchen cooking and arguing about which veal dish was the best choice for Columbus Day. Consumers were asked to visit VealMadeEasy.com, vote for their favorite Italian veal dish, and enter a sweepstakes. The website provided several easy-to-prepare recipes featuring classic Italian dishes, and step-by-step videos to help home cooks create an Italian masterpiece. The initiative was supported in 2,744 grocery stores, with feature ads and recipe labels that also included an ongoing partnership with Colavita Extra Virgin Olive Oil.