FoodMaxx Holiday Roast Promotion Offers Big Savings, Leaving Customers with More Money for Holiday Gifts

Save Mart subsidiary FoodMaxx teamed up with the beef checkoff to run a successful holiday roast promotion in December 2007, offering $5.00 off the purchase of holiday beef rib roasts through the redemption of on-pack coupons. The California Beef Council funded the redemption of the coupons used in the promotion.

"FoodMaxx is extremely pleased to offer our customers such great savings during the holiday season," said Jeff Hamilton, FoodMaxx Director of Meat and Seafood. "We are proud to help our customers create the best possible holiday meal at the best possible price."

To raise awareness about the promotion and drive traffic to their 45 stores in California, FoodMaxx aired radio ads from December 10-23 on 67 radio stations in 14 markets. As part of the partnership with the beef checkoff, a portion of the radio buy included 10 and 15 second tags that read:

"Tired of turkey and ham? Right now at FoodMaxx all USDA Choice Beef Rib Roasts are an additional $5.00 OFF thanks to the California Beef Council. That’s an extra $5.00 OFF the already LOWEST POSSIBLE PRICE! Hurry in and get yours today."

In addition to the radio campaign, FoodMaxx ran print ads mentioning the coupons in newspapers and in-store circulars.

With print and radio support, FoodMaxx dramatically increased traffic in the meat department during the month of December. Customers redeemed more than 5,100 coupons, and rib roast pound sales increased by 42.5% percent versus the same period year ago.