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Grill
Roast Initiative
Under the current Beef Alternative Merchandising (BAM) program, Range
introduced three new roasts in petite sizes. These new cuts gave
consumers an easy way to prepare a roast on a weekday, and fresh ideas
for a family meal or even a romantic dinner for two. Along with these
new roasts came instructions on grilling. These simple “how to” steps
are perfect for the BAM
roasts as well as larger roasts. Grill roast program elements include:
In-store consumer posters, consumer brochures, recipes, and a library
of
custom photography.
Two-Step
Cooking Method Introduction
Range introduced this skillet-to-oven cooking method to consumers under
the current Beef Alternative Merchandising (BAM) program. To
communicate that the skillet-to-oven method is a more exclusive
approach chefs use Range created the Chef’s Secret campaign. This
cooking method is also a real time saver. While the beef filets are in
the oven, consumers can prepare a few side dishes and have a delicious,
nutritious meal on the table in less than 30 minutes. To showcase this
approach, Range created the Dinner’s Ready campaign. Both unique
campaigns contained the following elements: In-store consumer posters,
consumer brochures, service meat case static clings, and a library of
custom photography.
Large
Primal Optimization Program
Range designed a turnkey beef optimization program under the umbrella
name Simply Beef. Through the Simply Beef program, we created eight new
cuts that support a healthy diet along with consumer brand messaging
that combines the nutritional benefits of beef with consumers’ passion
for the great taste.
For the meat cutters and retailers, we created BAM: Beef Alternative
Merchandising. BAM is a merchandising program featuring two steaks,
three filets and three roasts. With these versatile new cuts, BAM will
help retailers extend their line and add a new filet category. These
cuts also give customers leaner, healthy beef selections. Early results
shows a renewed interest in beef and an increase in profits at the meat
case.
SIMPLY BEEF & BAM PROGRAM ELEMENTS:
Simply Beef folder with sell sheets:
The tabbed folder contains ten 2-sided sell sheets including overview
sheets for filets/steaks and roasts. Each cut has its own sheet and
features a cooked shot, attributes, consumer benefits, raw image and
cookery details.
Training Manual: The
entire BAM training program was made available online and printed for
quick reference. It contained everything from overview and market
research to cut steps and merchandising techniques.
Instructional Posters:
These 24” x 36” full color posters show meat cutters how to generate
the new filets, steaks and roasts in the BAM program. Each subprimal
has its own poster complete with step-by-step instructions, an overview
of BAM, attributes of the new cuts and complete cookery guidelines.
Consumer Brochure: This
versatile brochure grabs the attention of shoppers. Side one is all
about the new filets and steaks and side two features roasts. Retailers
can display the cover that supports their current promotion – it’s two
brochures for the price of one!
Recipes & Applied Cookery:
Range designed recipe cards based on the guidelines established by
NCBA’s Culinary Center. These recipes encourage consumers to explore
new beef dishes.
Raw & Cooked Photography:
All raw and cooked photography seen in these marketing materials was
professionally styled and shot by Range.
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Reference
& Instructional Material
In response, Kari created The Art of Beef Cutting: A Meat
Professional’s Guide to Cutting Techniques and Merchandising a
dynamic instructional tool and reference book. This over 200-page book
starts big - at the carcass level - and visually walks the reader
through overviews and attributes of primals, subprimals, individual
cuts all the way down to ground beef. The most substantial section of
the book is a hands-on beef cutting “class” that covers today’s most
popular cuts from the chuck, rib, loin, sirloin, round, and brisket,
plate, flank and shank. Each step is clearly explained with
straightforward instructions and step-by-step photography and includes
sidebars of popular Hispanic and Asian cuts.
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Cutting
Yields and Value-Added Strategies for the Beef Round
As part of a team, Kari Underly was involved in a muscle profiling
research study charged with increasing the value of beef in the United
States. The beef round revealed unique properties and was selected for
further research. The research included testing cutting yields which
resulted in several muscles being developed into value-added cuts.
These include the m. gracilis, m. pectineus, m. sartorius, m. rectus
femoris, and the m. adductor.
Download
Poster
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