“What’s Your Burger Urge?” Cargill Ground Beef Retail Promotion Feeds Consumer Cravings for Gourmet Themed Burgers

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Four U.S. locations highlighted with uniquely flavored regional burger recipes and consumer trip giveaway

Burger Urge on-pack sticker

This program helps grocery retailers engage with consumers on factors that resonate with them, including variety and flavor in their meal options and, especially with ground beef, the cost-effectiveness of the product.

Cargill’s summer 2010 retail ground beef promotion has kicked off and runs through the heart of the summer burger grilling season, July 5 to August 20. The promotion taps into consumers’ bigger-than-ever “urge” for burgers and their growing craving for gourmet burgers with unique toppings. The “What’s Your Burger Urge?” promotion is featured at more than 1,500 retail grocery locations across the country.

More than any other selection factor, consumers choose a burger to satisfy a “craving,” through burger customization, with themed burgers ranking as an important trend in the marketplace according to consumer research from Technomic Information Services. Cargill’s ground beef promotion provides burger creativity and inspiration by tapping into unique and sumptuous regional flavors from across the United States. Regional tastes and ingredients are highlighted in four mouthwatering burger recipes:

  •     Hawaiian
  •     Rajin’ Cajun
  •     Tex Mex
  •     New Yorker

The recipes incorporate a variety of unique burger toppings including teriyaki sauce, pineapple, Creole mustard, grated carrots and Buffalo wing sauce to create regional flavors. “This program helps grocery retailers engage with consumers on factors that resonate with them, including variety and flavor in their meal options and, especially with ground beef, the cost-effectiveness of the product,” said Elizabeth Gutschenritter, Cargill brand manager. “Our goal for this promotion is to collaborate with retailers and ensure consumers have a positive and flavorful experience with burgers by supplying them with easy-to-prepare, great-tasting recipes that will provide a new experience with ground beef and encourage repeat purchases.”

The “What’s Your Burger Urge?” promotion continues Cargill’s innovative efforts to provide value-focused ground beef resources – beyond the meat product – for consumers. Recipe pads located at the fresh ground beef case feature the four regional gourmet burger recipes. A website, MyBurgerUrge.com, provides additional recipes and serves as the entry point for a consumer prize giveaway that further drives consumer interest. The prize giveaway allows consumers to enter to win an expenses-paid trip for two people to one of the four burger-themed destinations that mirror the burger recipes:

  •     Maui
  •     New Orleans
  •     Austin, Texas
  •     New York City

Consumers may also instantly win a Burger Urge T-shirt or receive a ground beef coupon. The unique prize T-shirt is emblazoned with the message “What’s your URGE,” and thermal ink, when exposed to sunlight, reveals the letters B and R to turn the word URGE to BURGER.

The “What’s Your Burger Urge?” promotion from Cargill also offers a variety of support for retailers including point-of-purchase materials for the ground beef case including large posters, 90-degree signs and on-pack stickers highlighting the promotion and containing an instant-win code to enter on the website for the prize giveaway.

About Cargill
Cargill is an international producer and marketer of food, agricultural, financial and industrial products and services. Founded in 1865, the privately held company employs 138,000 people in 67 countries. Cargill helps customers succeed through collaboration and innovation, and is committed to applying its global knowledge and experience to help meet economic, environmental and social challenges wherever it does business. For more information, visit http://www.cargill.com.

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Elizabeth Gutschenritter
Cargill
(316) 291-8145
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Mike Martin
Cargill
(316) 291-2126
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