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The Veal Go To Market Strategy team at the Centennial, Colo.-based National Cattleman’s Beef Association (NCBA) has rolled out a marketing campaign targeting home cooks interested in healthy eating. The program features a signature recipe, Fast Veal Parmigiana, which contains only 268 calories and can be prepared in under 15 minutes. Additionally, a recipe contest running on VealMadeEasy.com through March 13, with a $500 grocery gift card prize, is spurring consumers to come up with their own veal dishes.
Support for the campaign includes a TV ad showing a home cook as she shops for veal at her local grocery store and then prepares the Fast Veal Parmigiana recipe found on VealMadeEasy.com for dinner in her kitchen. The spot aired on “The Rachael Ray Show” in six popular veal markets: New York; Philadelphia; Boston; Washington, D.C.; Miami; and Orlando, Fla. Additionally, online ads are running on rachaelray.com, with Web button and banner ads on local TV station Web sites, all of which link to VealMadeEasy.com.
Fourteen retailers operating a total of 1,600 stores received on-pack recipe labels featuring the signature recipe and details on the consumer recipe contest. Eye-catching artwork was created for ad slicks and other in-store advertising. Retailers’ Web sites also link to VealMadeEasy.com.
Westport, Conn.-based Streetmarc Advertising & Marketing, a full-service agency with a concentration in the supermarket and food industries and regional offices in Atlanta and Tampa, Fla., developed the strategy and campaign.