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Kroger customer Kathy Coons of Harpster, Ohio, was chosen as the winner of the National Cattlemen’s Beef Association’s first “Free Groceries for a Year” veal consumer sweepstakes. Coons received $5,000 in Kroger gift cards at a special celebration last week in honor of her online entry on VealMadeEasy.com. The promotion, which ran from Jan. 26 though April 30 and resulted in over 350,000 entries received nationwide, is one of several key marketing efforts launched this year to entice home cooks to prepare veal in their kitchens.
Bruce Macaulay, president of Kroger’s Columbus Division, extended congrats to Coons, noting, “It’s always great when loyal customers like Kathy have the opportunity to receive free groceries.”
A new veal summer grilling program kicks off this month to continue the success of the Beef Checkoff-funded veal retail initiative in tandem with an integrated go-to-market veal strategy team led by Streetmarc Advertising & Marketing. VealMadeEasy.com, the new consumer Web site, features easy summer grilling recipes and a new consumer contest for $5,000 in free groceries. Over 10 retail chains and 800 stores have signed on to support the Veal Summer Grilling Grocery Giveaway.
Program elements include the national sweepstakes, two corner recipe labels for packages of chops and ground veal, and a new partnership with the Mushroom Council. The on-pack labels include a recipe for “Simply Sensational Veal Chops” with a mushroom topping, and a mushroom veal burger recipe from the famous Lobel’s of New York that can be prepared by grill masters of all levels.