I've got five national grocery chains - with massive square footage - within a two kilometre radius in my suburban neighbourhood. And I have some overwhelming and unexplained fascination with store planograms, integrated marketing campaigns and promotional programs. We must be coming on BBQ season, because the meat promos are being served up across all the media channels. Last week, it was a feature on the new budget cuts of beef from the National Cattlemen's Beef Association.
" ... Tom Mylan, a butcher who breaks down whole carcasses at Marlow & Daughters in Brooklyn, says the cattlemen are not inventing anything.
“The old Italians and French butchers have been doing this forever,” he said. The surprise, he said, is that it took the big producers this long to figure out how to process and market off-cuts.
“The difference in a good name is worth $3 or $4 a pound,” he said ..."
And there's the rub.* There's big money to be made in meat, especially if you differentiate according to quality, cuts, point of origin and whether they're "raised right."
I can't believe, though, how sweetly the campaign for the President's Choice meat program is written. "Restaurant quality at an affordable price," it seems. These over-the-top but still mouth-watering quotes are from the news release:
- "... in-store fresh meat program with a meaty makeover ..."
- " ... we’ve taken the meat shopping experience to the next level ..."
- "...The solution: President’s Choice Tender and Tasty beef ..."
- "...Take a steak-ation ... with PC Certified Angus Beef"
This is classic marketing hyerbole, mixed with a taste of menu grammar magic. (See this Slate article on the language of menus).
And look at Galen! Just the right balance of meat and vegetables!
* see what I did there? Pun, baby!