The beef checkoff is launching its first full-scale “Back to School with Beef” promotion to regional retailers in the Northeast. The promotion is designed to encourage consumers in the highly populated Northeast corridor to treat their families to a healthy and nutritious dinner of fresh lean, protein-packed beef during the back-to-school season.
The promotion kicks off Sept. 10 and runs until Nov. 2, as part of the checkoff’s Northeast Beef Promotion Initiative.
A total of 107 retail locations are participating in Back to School with Beef, which includes distribution of a recipe booklet, display of in-store shelf wobblers, and hosting of an online sweepstakes. Shoppers will find six kid-friendly recipes in the booklet, as well as nutritional facts about proper growth and development of children.
“The shoppers utilize the promotional and informational materials for meal planning,” says Michael Lamb, meat and seafood director for King’s Super Markets, a 24-location grocery chain based in Parsippany, N.J. “We believe that the materials can help increase the frequency of beef purchases, and this allows us to incorporate our positive messages about the benefits of beef into the shopper’s routine.”