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Veal for Valentine’s Day Campaign Gets Strong Results

Friday, February 15, 2019

(North American Meat Institute)

The Meat Institute teamed up with the Beef Checkoff to actively promote a new Veal Sweetloaf recipe for Valentine’s Day, February 14. The Sweetloaf is a heart-shaped meatloaf made with veal, garlic, onion and herbs, then topped with a ketchup glaze and a bacon heart. Developed by Shelby Ruttan, author of Grumpy's Honeybunch blog, the Sweetloaf can be served as one large heart-shaped meatloaf or divided into six mini loaves. The Veal for Valentine’s Day campaign promoted the Sweetloaf in a release to mainstream and industry media outlets and featured a social media push on Twitter, Facebook and Instagram. It generated more than 160 media pickups, with a total audience reach of more than 82 million. The Veal for Valentine’s Day campaign was part of the Meat Institute’s veal promotion effort funded by the Beef Checkoff.

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