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Did You Invite the MVP to Your Fall Tailgating Party?

Did You Invite the MVP to Your Fall Tailgating Party?
Beef checkoff partners with regional group to promote beef.

Northeast shoppers have a passion for tailgating and thanks to a fall checkoff promotion; they also have a passion for beef! The beef checkoff, through its Northeast Beef Promotion Initiative (NEBPI), coordinated the 2nd Annual 2011 Fall Tailgating retail beef promotion and reminded consumers to “Invite the MVP (Most Valuable Protein) to their tailgating party and enjoy the value of protein-packed beef.” 

The NEBPI partnered with 157 retail locations, a 38 percent increase from 2010 in retail participation, throughout the Northeast to launch the promotion from Sept. 12 through November 30, 2011. Point-of-sale materials displayed in the retail meat case included shelf wobblers and brochures featuring middle meat and beef value cuts recipes, and information about beef’s nutritional benefits. Retailers featured the promotion in their weekly ad circulars and on their websites in an effort to encouraged shoppers to enter-to-win the grand prize by visiting This promotion was also extended through radio advertisements in select Northeast metro markets as well as through a direct mail value sheet insert and geo-targeted web advertising.  

The grand prize of a 32” LCD HDTV and $250 in free groceries was awarded to Jerry Spike, a shopper from Kings Super Markets located in Parsippany, NJ. Runner-up prizes included a $50 gift card provided by each participating retailer.

Spike was pleasantly surprised to learn he was the contest’s grand prize winner. When asked what recipes and cuts of beef he and his wife enjoy best he said they enjoy steaks; especially the porterhouse as well as prime rib roasts. “My wife likes to experiment with different recipes and add marinades and a variety of seasonings to the cuts,” says Spike. “I also believe beef plays an important role in our active lifestyles.  I’ve been a ‘beef man’ since childhood and feel it is a necessary part of our diet.”

Spike and his wife shop at the King’s Super Market location in Hillsdale, NJ.  He says the King’s meat department is outstanding and winning this sweepstakes was a wonderful surprise, made possible by the Beef Checkoff Program.   

For more information about checkoff-funded activities, visit

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