2010 Fall Italian/Columbus Day
Retailer Opportunity
Concepts and designs in this proposal are the property of Streetmarc Advertising and Marketing LLC
Italian/Columbus Day Promotion
Opportunity:
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Italian cuisine is the #1 choice of American consumers and it’s the
reason why so many Italian festivals, fairs, parades and other events
are celebrated, particularly during the months of September and
October. The highlight of this time frame is Columbus Day, a
celebration that attracts not only Italian-Americans but many other
consumers who enjoy the Italian culture and cuisine
Strategy:
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Leverage the interest in all things Italian by promoting classic,
delicious Italian veal dishes via an integrated campaign with a range of
media, in-store elements and event presence
Position veal as the official dish of Italian/Columbus Day
celebrations (as turkey is to Thanksgiving) and encourage home
cooks to celebrate the holiday by making veal dishes for friends and
family
Provide our retail partners with proven marketing tools to help promote
the celebration and drive sales of veal
Promotion Elements
This promotion will feature a range of proven tactics to increase awareness,
capture attention and drive traffic and sales at grocery stores
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TV Commercials- will generate awareness for veal and motivate
consumers to prepare veal dishes at home
Presence on local TV and other websites – program will be on the
promotion page of TV and partner websites, plus other consumer and
food websites
Consumer promotion – an exciting sweepstakes prize to attract
attention
Corner Recipe Labels– corner recipe labels feature a veal recipe and
sweepstakes information
VealMadeEasy.com goes Italian – website will feature custom content,
recipes, sweepstakes entry and partner product/brand content
integration
Press mentions, E-Newsletter, social media – press releases sent to
consumer and trade publications; newsletter with recipes and coupon;
viral campaign to generate word of mouth
Columbus Day event presence – signage, sampling and other
activities TBD
Promotion Detail
Media Campaign
TV and Other Media advertising:
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TV spots will air in top markets with
large Italian population/influence and
Italian festivals/Columbus Day
celebrations: New York City,
Boston/New England, Philadelphia,
Washington D.C. and more
Banner ads on selected consumer food
and promotion sites
Total TV-Online impressions:
15,000,000+
Consumer Sweepstakes:

Grand Prize-Trip To Italy
− Runner up prizes including
cookware and free grocery gift
cards
TRIP TO ITALY
Retail Support
Customized ad slicks
Retail Support Materials:
 FREE corner recipe labels
feature a delicious and easy veal
recipe
Columbus Day art available for
retailer ads
Customized ad slicks for your
chain
On-Pack recipe labels
VealMadeEasy.com
Website
Website
VealMadeEasy.com will be the
destination for home cooks looking
for Italian/Columbus Day ideas,
recipes, meal suggestions, and
product information
Website also features the
Sweepstakes entry page, and
includes opt-in box for e-newsletter
Press Releases, E-Newsletter
PR, E-Blast and Social Media
Press releases to trade and
consumer media, both print and
online
E-Newsletter/E-Blast sent to
10,000 opt-in consumers with
recipe, partner offer (coupon,
rebate) and links to websites
Social media to generate word of
mouth interest in recipes and to
drive traffic to site for
sweepstakes entry
Product mention in
press releases, blogs,
plus E-Newsletter to
10,000 consumers
Event Presence
New York City
NYC Columbus Day Event
The largest in the world
drawing over 1 million
spectators
Presence on site at event
Recipe cards handed out
Veal sampling
Other Italian Events
TBD
Retailer Participation
You will receive:
• Free On-Pack Recipe Labels: Each store receives one roll of
corner or rectangle recipe labels (500 per roll)
• Free ad slicks: Columbus Day art, recipe information and
product shots available for your ads
• Website Feature: Your website linked from the Veal Made Easy
website
• Consumer offer: You can advertise the Trip To Italy
Sweepstakes contest in your ads
• Sales increase: This promotion will help drive sales of veal
during the promotional period
Partner Participation
Here’s what we ask from you:
• Feature ad: Run an ad for veal during the promotional period,
September 15 - October 15 including The Beef Checkoff logo
• On-Pack Recipe Label: Place recipe labels on veal during the
promotion period
• Link from your website: Provide link to Veal Made Easy website
• Sales data: Provide the NCBA with sales data during the
promotional period. This data is kept strictly confidential for
internal use only
Summary
The 2010 Italian/Columbus Day Promotion will:
 Motivate home cooks to prepare Italian-style meals with veal
and your product
 Generate a high level of consumer excitement via the
sweepstakes, media, online and event presence
 Deliver mass media exposure for veal
 Drive traffic and sales at grocery stores nationwide
 Offer a portfolio of customizable marketing and
merchandising materials
 Lay the groundwork for an annual promotion that will grow
each year and make veal the official dish of Columbus Day
 Promotion runs September 15 - October 15, 2010
 Columbus Day is October 11, 2010
 Sign up by May 31, 2010 (Free Recipe Labels are limited
and offered on a first come, first served basis)
Contact Info
Streetmarc Advertising
& Marketing
Chris Marcocci
15 Franklin Street
Westport, CT 06880
Phone: 203.341.8527
cmarcocci@streetmarc.com
National Cattleman’s Beef Association
Allison Wenther, M.S.
Manager, Channel Marketing
(717) 449-9102 Cell