Progressive Grocer - June 2011 - (Page 122)

FRESH FOOD » GRILLING Selling the Sizzle Retailers and suppliers heat up their summer grilling promotions. By JamES DuDlicEk F rom simple recipes and brand partnerships to sweepstakes and holiday tie-ins, grocers and meat suppliers alike are stoking the coals toward a lucrative season of summertime grilling. Most of the major meat varieties are ready with their seasonal campaigns to tell consumers why their products are a cut above when teamed with the hot sun and a cold beer. And despite recent price increases, beef is out to demonstrate its primacy in outdoor cooking. For example, St. Louis-based Schnuck Markets Inc. has teamed up with Certified Angus Beef. “We’re taking a firmer stand on quality of product, and the Certified Angus Beef brand ties into it by being the best beef available,” says Ed Meyer, Schnucks VP of meat and seafood. “We’ll have continuous promotions on steaks throughout summer.” Meyer says Schnucks’ summer promo will include live radio spots at two store locations, stories about quality in the chain’s Schnucks Cooks magazine, sampling of traditional middle-meat cuts at community events, and a 10-week contest for managers that’s focused on growing the amount of products sold. “We wanted to create a fun way of involving our team leaders and rewarding their efforts,” he explains. A key difference in this summer’s promotions, according to Meyer, is “the amount of effort we’re putting into grilling beef steaks. In years past, we’d feature grilling hot dogs and sausages.” The Schnucks campaign is a riff on Certified Angus’ core theme this year, “Steaks of Summer,” which also includes retailers such as Meijer, Price Chopper, Reasors, Foodland, Buehler’s, Acme, and Strack & Van Til. The foundation of the promotion is in-store point-ofsales and advertising, explains Deanna Walenciak, director of marketing for the Wooster, Ohio-based brand. “We are more focused on summer grilling promotions this year than previous years simply because we have seen the results that can be achieved when we join our partners, support their efforts and focus on steak sales,” she says. “We are creating excitement and driving additional traffic to our store partners via on-air radio promotions where consumers can win a grill or steaks.” 122 | |J u n e 2 011 AHEAD OF WHAT’S NE X T

Table of Contents for the Digital Edition of Progressive Grocer - June 2011

Progressive Grocer - June 2011
Table of Contents
Dream Weavers of Cambodia
Visualizing Promotional Success
Celebrating the Return of a Local Legend
PG’s 2011 Top Women in Grocery: Leading Ladies
Deli Drives On
Panning for More
Selling the Sizzle
The Apple of Their Eyes
Defining the New Retail Experience
Racing to the Finish
Bridesmaid No More
Vitamins and Supplements/ Nutritional Supplements
Baby Milk and Food
The Spanish Main
Tech Ed
Successful Space
Supplier Side News
Editors' Picks for Innovative Products

Progressive Grocer - June 2011