Tyson Fresh Meats Aims to Elevate the Tailgate

When it’s time for diehard football fans to cheer on their favorite teams this fall, Tyson Fresh Meats, Inc., the beef and pork subsidiary of Tyson Foods, Inc., wants Star Ranch Angus steaks to be at the center of their tailgate parties. In a new promotion that runs through October 31st, consumers can take their pre-game celebrations up a notch by making Star Ranch Angus beef  “the star of their tailgate.” The promotion positions Star Ranch Angus brand all-American beef steaks as a winning alternative to more typical tailgate fare and includes a coupon plus recipes to stimulate steak purchases. The promotion features a cross-merchandising component with steak sauce products; consumers who buy steak sauce can pick up an in-store coupon for $1 off a $10 Star Ranch Angus steak purchase. The coupon also includes an easy recipe for tasty steak sandwiches. Consumers can access additional tailgate-friendly recipes on the Star Ranch Angus brand website. Meat case point-of-sale elements include a poster, price sign and pennant-shaped wobbler. “During football season, our customers love nothing more than tailgating. This promotion does a great job of presenting Star Ranch Angus steaks as a terrific choice to serve before a big game,” says Scott Severs, meat operations manager at Jungle Jim's International Markets. “The juicy steak photo on the poster gets customers’ mouths watering for delicious Star Ranch Angus beef, plus the coupon with the recipe appeals to shoppers who are looking for easy and affordable ways to keep their sports fans happy.” “Tailgating is all about food and fun, and this promotion spreads the message that Star Ranch Angus beef brings something special to the party,” says Kent Harrison, vice president of marketing and premium programs for Tyson Fresh Meats, Inc. “The coupon gives consumers added value and the recipes help them create fan-pleasing dishes that they will feel good about serving to family and friends. This promotion also supports our retailers with engaging point-of-sale materials that help boost Star Ranch Angus beef sales during the fall football season.”