Partnership Heats Up Beef Checkoff's Summer Grilling Program

Burgers, Chinet and Frank's Red-Hot Sauce unite to fill picnic plates.

Published on: Jun 30, 2006

In a new seasonal partnership, two national retail brands will join the Beef Checkoff Program in creating a mouth-watering, incentive-based consumer promotion to sell ground beef this summer.

Mid-June the beef checkoff, Chinet plates and Frank's RedHot Sauce partnered in a beef promotion targeting 40 million U.S. consumers. An eye-catching color newspaper insert features two hamburgers filling a sturdy Chinet plate and offers a discount on the paper product. There is also a quick, easy burger recipe using Frank's RedHot Sauce, for consumers looking for ways to spice up this all-American summer meal.

"This promotion offers a new taste twist, as well as convenience and value for the consumers - especially those who love summer burgers on the grill," says Cattlemen's Beef Board member Virginia Coelho, a California beef producer who chairs the industry's Joint Retail Committee. The ad campaign is part of an aggressive summer beef promotional blitz.

The distinctive beef checkoff logo and www.beef.org. Web site are prominently featured in the ad, as well as the brand marks and Web sites for Chinet and Frank's. This promotion marks the first time Chinet and Frank's RedHot Sauce have joined a beef promotion, Coelho says.

The product trio will also appear in a beef grilling and entertainment segment to air in June and July on Flavors of America. This 30-minute cable TV show reaches 8 million U.S. households and is re-broadcast on public television stations across the country. Celebrity chef Jim Coleman, the show's host, will be joined by Chef Richard Chamberlain, who continues to entice beef lovers with cooking demonstrations featuring dishes from "The Healthy Beef Cookbook," created via a partnership between the American Dietetic Association and the Beef Checkoff Program.

"We're always looking for partners that allow us to present beef positively and extend the use of our checkoff dollar," Coelho says. "With the dominant photo of two delicious burgers, a purchase incentive and a recipe, we know it will motivate the sale of a lot of ground beef at retail."