06/15/06 Picnic partners

Picnic Partners The Beef Checkoff Program people at it again. I'm Jeff Keane; I'll be back right after this to tell you what they're up to now. The Beef Checkoff Program's Cattlemen's Beef Board members are doing one of the things I think they do very well  that's using Checkoff money in sensible but innovative ways to promote beef. Their newest attempt starting June 18th seems to have success written all over it. The promotion features a partnership between the beef checkoff, Chinet plates and Frank's RedHot Sauce. A program goal is to reach 40 million U.S. consumers using a color newspaper insert as one strategy. The insert will picture two hamburgers on a Chinet plate  you know, that's the kind that is even strong enough to handle the amount of burgers I might put on it, and a quick, easy hamburger recipe using Frank's RedHot Sauce. This recipe may be just the thing for grilling chefs competing for bragging rights at family or company barbeques. To add a little more incentive and value to the ad a discount will be offered on Chinet plate products. The partnership promotion will also be seen in June and July segments on Flavors of America, a cable TV show that reaches about 8 million U.S. households. These programs will also be re-broadcast on various public television stations. This well-planned promotion with two new beef partners should be a real positive motivation to get consumers to enjoy beef and the fun times associated with the summer grilling season. I'm Jeff Keane. Western Livestock Reporter 5/17/06