DOMINION RENEWS MEAT MARKETING
By Adnews Staff
Toronto-based Dominion grocery store chain has revamped its meat strategy. The company has replaced its 30-year-old slogan, "Mainly because of the meat," with its "Beef Beyond Belief" program. Under the new program, Dominion will reorganize its meat counter will all cuts arranged by cooking method and all cuts having on-pack cooking instructions. The meat will be segregated into seven different sections: grilling, marinating, simmering, stewing, quick serve, oven roasting and pot roasting. The program will be promoted in Dominion's flyers and in-store materials created in-house. Broadcast advertising for Dominion is done by Bozell Worldwide of Toronto.
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