Beef Council Plans Summer Beef Promotion
HARRISBURG (Dauphin Co.)
The Pennsylvania Beef Coun
cil (PBC) board of directors re
cently approved an extensive sum
mer beef promotion effort geared
at encouraging consumers to in
crease their beef purchases.
The funds for the promotion,
which were diverted from other
programs and a contingency re
serve. will assist in moving the
huge amount of beef in the mar
ketplace that is depressing the
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price of live cattle.
“The checkoff program was
never meant to be used as a band
age whenever cattle prices are
hurting.” said Elrose Click, PBC
chairman. “It is meant to build
long-term demand for beef.”
Click said, however, that some
times existing programs can be
supplemented, extended, or re
directed to increase consumer
awareness of beef during times of
price declines. The promotional
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program approved by the PBC
board will increase consumer
awareness through a radio adverti
sing campaign in the Philadelphia
and Pittsburgh markets, and an in
novative cents-off couponing pro
gram in Harrisburg.
The radio commercials, which
are aimed at the industry’s target
audience of adults, 25 to 54, fea
ture the recognizable voice of
Robert Mitchum. who encourages
consumers to include beef in their
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summer grilling cookout. In the
Philadelphia market, consumers
are also encougaged to call in a
special phone number to receive a
free beef recipe booklet, and to
leant of the weekly retail beef spe
cials in their area. The coupon
porgram, which will be conducted
in partnership with a Harrisburg
retailer, will provide consumers
$1 off the purchase of eight
pounds of fresh beef.
The action by the PBC board
complements an extensive nation
al checkoff-funded promotion
program designed to help reduce
the current oversupply situation.
Among the national promotions
are:
• Television advertising. The
“Beef. It’s What’s For Dinner”
television advertising campaign
resumed June 13, and is scheduled
to run throughout the summer
months.
• Retail featuring. The Beef In-
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215-645-2911
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RD 2 Box 239
Mlddlabury Canter, PA
717-376-3361
Uncigter frmtinfl. Saturday, July 2, IM4-A25
Program
dustry summer retail featuring
program is hitting nearly 80 retail
chains, representing nearly 29,000
individual stores nationwide. Re
tail featuring is an incentive pro
gram aimed at increasing the fea
turing and special pricing of fresh
beef. Traditionally, 40 to 60 per
cent of all beef retail movement
can be attributed to retail featur
ing.
* Magazine advertising. An ag
gressive print advertising effort is
under way in consumer magazines
such as Better Homes and Gar
dens, Cooking Light, and Family
Circle.
• Cut’N Save labels. Consumers
are urged to save money and beef
in bulk through the checkoff pro
gram’s Cut ’N Save label pro
gram. More than 1.1 million labels
have gone to retailers. The labels
show consumers who want to buy
subprimals at a lower-pcr-pound
cost how to cut and store the beef.
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