www.BeefRetail.org

Randy IrionDirector, Channel Marketing

National Cattlemen’s Beef Association

Tactic 1A: Retail Beef Promotions

Tactic 1A: Retail Beef Promotions

• Kraft A.1. and Anheuser Busch (Throughout year)– Three Kraft Free Standing Inserts (FSIs) with circ. of 24 million and 45 million– Over 20 thousand supermarket displays with beef coupons– Over 5 million $1 off coupons with recipes on A.1. shipper displays in-store– 250,000 Instant Redeemable Coupons (IRC) on beef packages from Jan-Sept– Four beef and beer promotions throughout year with $3 and $2 off beef coupons

• CHI CHI’s and Herdez (April – July)– 400,000 $2 off beef on-pack coupons and 1 million tearpad coupons

• Snyder’s of Hannover (April – July)– Over 3 million IRCs in stores

• Mrs. Dash and CA Cheese (May)– Full page FSI with circ. of 50 million that includes coupons for beef– 10,000 in-store displays with $1 beef IRC tearpads

• Hormel House of Tsang (Sept)– 500,000 IRC coupons for beef

• Sutter Home Build a Better Burger (May – August)– 10,000 store displays along with consumer media support

• Sutter Home Tailgating (September)– Neck hangers with $1 off beef coupon

Over 61 million coupons distributed.

Tactic 1ARetail Beef Promotions

Performance Measures• Develop 4-6 seasonal promotions with industry partners, 8 in process or planned

ON TARGET TO COMPLETE

• Secure 3 million incremental merchandising aids and coupons through partnerships, currently have plans for the distribution of over 61 million coupons ON TARGET TO COMPLETE

• Provide cooking tips and beef recipes to be included in 20,000 in-store displays with couponsON TARGET TO COMPLETE

• Support beef sales in markets with 70% ACV through radio, POS or couponsON TARGET TO COMPLETE

• Execute at least 3 account specific promotions with retailers that result in incremental beef sales that are at least 4 times the checkoff investment, 4 in development or execution phaseON TARGET TO COMPLETE

FY 2009 Amended Budget- $738,730

FY 2009 YTD Spend- $508,901

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Tactic 1B Trade Industry Organization Partnerships

• New tactic in FY09• The majority of the funding was pulled early spring

during budget cuts; from $250,000 to $28,948• The Idaho Potato Commission is participating with the

beef industry in a holiday promotion planned for Q4 that includes beef and potatoes and fall under Tactic 1A

Tactic 1BTrade Industry Organization Partnerships

Performance Measures• Meet with a minimum of 3 industry trade organizations that have synergistic affect

with beef to identify promotion partnership opportunitiesCOMPLETE

• Execute a minimum of 1 promotion with a partner trade association that brings incremental dollars to beef checkoff promotions. ON TARGET TO COMPLETE

FY 2009 Amended Budget- $28,948

FY 2009 YTD Spend- $3,942