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    Annual Summer Beef Promotion Meets Halfway Mark With Momentum

    DENVER - In the year that marks the burger's 100th anniversary, the Beef Checkoff Program's 2004 Summer Grilling promotion effort will continue to sizzle through Labor Day with extensive radio advertising and value-added promotions, point-of-sale materials, national promotional partnerships, and public relations initiatives, said officials involved with the program.

    DENVER - In the year that marks the burger's 100th anniversary, the Beef Checkoff Program's 2004 Summer Grilling promotion effort will continue to sizzle through Labor Day with extensive radio advertising and value-added promotions, point-of-sale materials, national promotional partnerships, and public relations initiatives, said officials involved with the program.

    "Each summer the goal of this campaign is to increase beef sales and demand during the busy grilling months. We have accomplished these goals since the promotion's introduction in 2002, with strong support from the State Beef Councils and key retailers," said Randy Irion, director of retail marketing services for the National Cattlemen's Beef Association.

    With this year marking the 100th anniversary of the burger, Irion said it's given retailers "a perfect opportunity to build on the excitement of grilling and America's enjoyment of beef by encouraging consumers to purchase beef for all of their summer grilling needs."

    All major retailers are involved in various levels of the promotional efforts, with state beef councils providing additional support to retailers throughout their region. The promotion reaches a total of 45 markets nationwide, including Los Angeles/San Diego, Chicago, San Francisco/San Jose, Philadelphia, Dallas/Ft. Worth, Detroit, Boston, and Washington, D.C./Baltimore.

    Several key partnerships with A.1. Steak Sauce and Marinades, Char-Broil, and Sutter Home Winery, among others, designed to increase promotional awareness of the campaign, have been a powerful component of the 2004 grilling campaign, according to Irion.

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