The Star Ranch Angus beef brand, managed by a Tyson Foods subsidiary, will offer retailers stocking the quality meat marketing support, as the business aims to increase sales nationwide.
A mobile-optimised website was launched this month as part of the campaign. As well as recipes and tips on how to cook steak, mince or roast beef, the website also has a store locator so users can search for the closest retailer stocking Star Ranch Angus beef.
It also encourages users to share “crave-worthy photos” of their beef online and drums home the message that lean beef is a great source of protein and vitamins.
Dubbed ‘Mealtime Matters’ by Tyson Fresh Meats, the promotion, as many food campaigns do, aims to tap into those “special” moments around a table when food brings people together.
It will be supplemented by discount coupons, branded clothing, social media contests and food giveaways across the US.
“Our Mealtime Matters promotion celebrates the special moments that happen around the dinner table,” said Rick Janke, senior brand manager at Tyson Fresh Meats.
“We want our branded Star Ranch Angus beef partners to be part of these moments by providing beef that consumers can depend on and sharing that message through our updated website.”
The Star Ranch Angus beef brand’s promotion runs from May to July, pausing in August, before kicking off again for an autumnal push in September to November.
The brand is managed by Tyson Foods’ South Dakota-based beef and pork subsidiary Tyson Fresh Meats, which claims to be the world’s “leading supplier” of high-quality meat.