100th anniversary of the burger: spotlighted in beef industry's summer grilling campaign.

The National Cattlemen's Beef Association is set to kick off summer with its Summer Grilling campaign. The promotion, which will reach 43 markets nationwide, runs from May through Labor Day and will feature the "Beef It's What's for Dinner" tagline. It will also celebrate the 100th anniversary of the hamburger. "We're looking to take Summer Grilling to the next level this year and drive consumers to the meat case with a number of exciting promotional initiatives," says Randy Irion, director of retail marketing services for NCBA.

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As part of the promotion, the beef industry is partnering with A. 1. Steak Sauce and Marinades. More than 75 million coupons offering $1 off beef with the purchase of any A. 1. Steak Sauce or Marinade will be distributed via two freestanding inserts scheduled for May 16 and June 20. The Summer Grilling promotion will also feature a partnership with Borden Cheese. Consumers will be offered a 55-cent instant redeemable coupon for ground beef when Borden cheese singles are purchased.

The Sutter Home Build a Better Burger program is also returning this year as part of the campaign. The program will be promoted extensively and culminate in a nationally recognized burger recipe contest.--Jessica Squazzo