In a partnership that combines three key retail categories—meat, dairy and spirits—the California Beef Council (CBC) is again partnering with the California Milk Advisory Board (CMAB) and E. & J. Gallo’s Camarena Tequila for a co-branded Cinco de Mayo promotion. Dubbed “Tacos, Tequila y Más,” the two-month campaign runs April 1 through May 31 and provides consumers with product offers and savings, recipes, videos and other taco and margarita-inspired content on a single hub at TacoTimeCalifornia.com.
“The TacoTimeCalifornia.com site goes beyond consumer savings to celebrate what we love about tacos. Beef and California Hispanic-style cheese and crema make for a perfect taco. Pair with Camarena—the most awarded tequila—for the ultimate taco night at home,” said Christie Van Egmond, the CBC’s Director of Retail & Foodservice Marketing. “For this year’s campaign, the CBC is focusing on steak tacos with a new featured recipe video, and we’re offering consumers a $3 rebate on a $10 or more beef purchase through Checkout 51.” Camarena Tequila and Real California Milk are offering savings through in-store coupons.
Research from NielsenIQ reveals that the average shopping basket with beef is more than twice that of the typical ring ($115.40 vs. $56.00, respectively), and beef in the basket drives more total store sales than baskets with chicken, pork, or meat alternatives. Heavy beef-buyers, defined as the top 33% of beef purchasers, are more likely to purchase and enjoy alcohol with their meat. In addition, research from IRI shows the average basket ring for natural cheese is $95.76 compared to a much lower $42.90 on average basket without cheese.
“Whether shoppers see the mouth-watering campaign point-of-sale in-store, or they’re shopping online, we’re encouraging them to add these three powerhouse products—beef, cheeses and spirits—to their cart so they can create their own Tacos, Tequila y Más experience at home,” Van Egmond said.
Shoppers can take advantage of the following opportunities through TacoTimeCalifornia.com:
- Consumer Mobile App Offers and In-Store IRCs: CBC will offer cash-back on beef through the Checkout 51 mobile app. Real California Milk will have in-store IRCs for Hispanic-style cheese and crema, and Camarena Tequila will have in-store bottle-necker savings. Links to offers will be on the campaign landing page, and quantity and pricing terms apply.
- Recipe Inspiration: The campaign landing page features 14 clickable recipe images of tacos and margaritas, including a new steak taco recipe and video created by popular food blogger Whitney Bond.
- Product Knowledge: Visitors to TacoTimeCalifornia.com can access product, cooking and lifestyle videos directly on the platform.
SOURCES: IRI Data 2021; NielsenIQ, Homescan Panel, Understanding the Buyers of Fresh Meat, June 2021