|Project:||Steak That Says, “I Love You”|
|Brand:||Chairman’s Reserve® Premium Meats|
|Client:||Tyson Fresh Meats|
How do you get consumers to show their love for premium beef and pork when prices are high? We helped our client turn a minor holiday into a red-hot opportunity to keep sales of its premium meats brand strong when pricing was up and sales were down for both beef and pork.
We developed a Valentine’s Day promotion that encouraged consumers to celebrate the holiday with a premium beef or pork dinner. Point-of-sale materials focused on adding our client’s branded products to their shopping list to create a special meal at home.
The campaign ran the first two weeks of February. During that time frame, the average retail price for beef was up 12% and the average retail price for pork was up 8%. Total fresh beef volume dropped 13 percentage points during the time frame vs. a year ago, while total fresh pork volume dropped 7 percentage points.*
*FreshLook Marketing, Total Fresh Beef and Pork sales data, week ending 12/4/11 – 2/12/12 vs. same time frame year prior.