Steak That Says,
I Love You

Steak That Says, <br><em>I Love You</em>

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.

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Cupid’s arrow hit its target and helped our clients buck the trend: volume of their branded beef increased 18 percentage points vs. the same time frame a year ago and volume of their branded pork jumped 22 percentage points!

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