May 11, 2009
May is Beef Month and Iowa's beef producers want consumers to know it. In an effort to keep beef demand climbing, seven county cattlemen groups have launched a billboard campaign in the Des Moines metro area.
Counties funding the campaign are the Adair, Dallas, Ida, Madison, Polk, Ringgold and Sac County Cattlemen Associations and the Iowa beef checkoff.
The promotion features eight billboards in the Des Moines metro area and will include the "Beefscapes" and "There's no Such Thing as a Chicken Knife" billboard posters. The billboards will be in place during May and June and aim to increase beef sales and demand as the grilling season approaches. The beef producers involved targeted Iowa's largest consumer market with this goal in mind. The Sac County Cattlemen are so passionate about promoting beef in the Des Moines area they are funding two billboard posters. "Iowans love to fire up the grill for almost any occasion, from backyard barbecues to tailgating parties. After the long winter we experienced this year, we want consumers to look forward to the warm grilling season ahead," said Terri Carstensen, beef producer from Odebolt, Iowa, and Iowa Beef Industry Council board member.
The billboards will go up May 4 to honor May Beef Month. This date was chosen because it is before Memorial Day, which is the second most popular day of the year for grilling. "The goal of the billboard campaign is to encourage consumers in Iowa's largest population center to choose beef when grilling and to grill it more often," said Brian Waddingham, director of industry relations for the Iowa Beef Industry Council. "I see this as an opportunity to reach out to our consumers and build upon the excitement of the coming grilling season by encouraging the purchase of Iowa's favorite source of protein--beef."
The eight billboards will reach nearly 80 percent of the Des Moines metro population during the four-week promotion and will make almost two million impressions. "We hope this type of exposure will create awareness and make cash registers across the state ring with beef sales," said Waddingham.