Protein-Packed Beef

US - Northeast shoppers have a passion for tailgating and thanks to a fall checkoff promotion, they also have a passion for beef!
calendar icon 3 December 2010
clock icon 2 minute read

The beef checkoff, through the Northeast Beef Promotion Initiative (NEBPI), coordinated a 2010 Fall Tailgating retail beef promotion and reminded consumers to “Invite the MVP (Most Valuable Protein) to their tailgating party and enjoy the value of protein-packed beef.”

The NEBPI partnered with 114 retail locations throughout the Northeast to launch the promotion from Sept. 13 through Oct. 31, 2010. Point-of-sale materials displayed in the retail meat case included shelf wobblers and brochures featuring middle meat and beef value cuts recipes, and information about beef’s nutritional benefits. Retailers featured the promotion in their weekly ad circulars and encouraged shoppers to enter-to-win the grand prize by visiting

The grand prize winner was awarded to a shopper from Mars Super Markets, located in Baltimore, Md. Ms. Carol Henry won a 32” LCD HDTV and $250 in free groceries to Mars. Runner-up prizes included a $50 gift card provided by each participating retailer. Henry was elated to learn she was the contest’s grand prize winner. Henry and her daughter shop at Mars because, “We love the fresh, red meat offered at Mars, the meat department is clean, the prices are nice, they are terrific folks at a very friendly store.”

Henry and her family tailgate frequently, both in and outside the house, and she said it is a great way to keep their family together. John Nudelman, Meat and Seafood Director of Mars Super Markets, liked participating in the seasonal beef promotion offered through the beef checkoff. “It drives traffic to the Mars website and the website, plus it provides shoppers with more useful recipes,” says Nudelman.

Christie Molinaro, NEBPI Director of Retail and Foodservice says, “This was our first full-sized fall tailgating beef promotion offered to retail partners, and it was exciting to have such strong retail participation. The website received 10,602 site visitors and 7,874 consumers entered to win the sweepstakes!”

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