New Veal Campaign Offers a Year of Groceries

A new online, retail and TV campaign designed to get consumers to cook more veal at will award one winner with free groceries for a year.

In a new promotion launched by The Beef Checkoff, a producer-funded marketing program from the National Cattlemen’s Beef Association, visitors can enter the “Veal Made Easy” sweepstakes through April 30. Visitors can submit one entry per household per day.

One grand-prize winner will receive a gift card to the grocery store of their choice worth $5,000. The Veal Go to Market strategy team and Streetmarc Advertising & Marketing launched the promotion in late January.

In addition to the sweepstakes, the Web site also contains cooking tips, recipes, how-to videos and other nutritional information about veal.

The campaign is being supported with a retail effort starting this month integrating a peel-off packaging sticker that offers veal recipes in conjunction with marketing partner Colavita extra virgin olive oil. The sticker uses a tagline “Delicious Nutritious Veal,” that will also be featured online and in shopper materials. Several grocery chains have joined the veal campaign and will be implementing veal promotions over the next few months, according to Streetmarc.

Campaigns online and on Fox TV channels in New York, Boston, Philadelphia, Tampa and Washington D.C. are supporting the “Veal Made Easy” sweepstakes.

“The Fox TV promotion, which runs for six weeks and reaches millions of consumers, is really working,” Streetmarc President Chris Marcocci said in a statement. “As of mid-February, over 50,000 consumers had visited the site to enter the sweepstakes.”