C. Gray | 2.9.22
For the third year in a row, the PA Beef Council (PBC) will be a partner with the Pittsburgh Penguins. The partnership will play on two key drivers for the PBC Yearly Marketing Plan; Grow Consumer Trust in Beef and Promote and Capitalize on the Advantages of Beef.
The planned launch, to begin in early February, will give fans the opportunity to purchase a beef burger in the PPG Paints Arena during a game and be entered to win a grilling prize pack with an estimated value of approximately $500! Fans can purchase and enter through the Penguins app and by utilizing Partnership Perks, PBC will be able to track burger sales game over game and year over year.
In addition to the burger sales tracking and giveaway, the team Chef, Geoff Straub will once again be a spokesperson endorsing beef. Fans will be able to hear a 15 second commercial on all Pens Radio Broadcasts. This commercial alone is estimated to reach approximately 175,000 listeners.
The final piece of the partnership will be an on-site activation where PBC staff will have a booth set up on the concourse during a highly attended Pens game, allowing for beef promotion and education! Chef Geoff plans to accompany staff to engage with fans highlighting beef as premier protein in all stages of life.
The PBC is looking forward to another great year working alongside the Pittsburgh Penguins promoting beef as a nutritious, crave worthy food for hockey players and fans alike!
For more information related to the partnership, contact Director of Marketing and Industry Relations, Emma Foster at [email protected].
The Pennsylvania Beef Council is a producer-controlled and funded organization, which administers the Beef Checkoff Program in Pennsylvania. The Beef Checkoff Program assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. Checkoff revenues may be used for promotion, education and research programs to improve the marketing climate for beef.
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