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Tyson Fresh Meats, the beef and pork business unit of Tyson Foods, Inc., is building an online community around its Star Ranch Angus (SRA) beef brand by engaging consumers directly through social networking websites. Consumers can log on to Facebook and Twitter to talk about their favorite beef brand on the web, share recipes and cooking tips, and be the first to learn about great in-store promotions, contests and money-saving coupons.
The SRA Facebook page kicked off in January with a Winter Grilling contest where consumers submitted photos of themselves grilling in harsh winter conditions. Winners were awarded George Foreman grills, and a grand prize winner received a Star Ranch Angus steak knife set.
Inspired by the success of the Winter Grilling contest, Tyson Fresh Meats kicked off the Fourth of July holiday weekend by sharing a Stars and Stripes Star Ranch Angus steak recipe with their more than 1,700 member Facebook community. Those who tried the recipe were asked to rate it through the SRA Facebook page to share their experiences and related cooking and preparation tips.
In addition to its expanding presence on Facebook and Twitter, a new SRA Real. American. Beef. blog shares cooking tips and recipe ideas from Tyson Fresh Meats' Chef Andrew to ensure that customers have the best eating experience possible every time they prepare a Star Ranch Angus product.
“We are giving consumers what they want, utilizing 21st century technology to launch this social media effort and connect with Star Ranch Angus beef consumers directly to ensure they have a platform to express their superior dining experience,” said Rick A. Janke, premium brand manager for Tyson Fresh Meats, Inc. “We want our consumers to feel empowered by sharing their experiences and opinions. It is the goal of this program to give Star Ranch Angus beef fans an easy format to do just that. In return we are listening, making it fun and exciting to be part of our brand.”
Dakota Dunes, S.D.-based SRA is also getting social with retailers though an SRA LinkedIn group, which provides regular updates on the brand, promotional information, POS, merchandising tips and other brand news. Retailers can also ask questions on the discussion board and connect with Tyson Fresh Meats to talk about how they can better merchandise the brand and increase sales.