Veal is the New Turkey

The Beef Checkoff program is implementing a new marketing plan to get more veal on the table for Christopher Columbus Day. The group says it wants Americans to think of veal on that day as they would turkey on Thanksgiving.

Not only veal but all things Italian will be promoted through a series of TV spots in cities with a large Italian population. The campaign aims to encourage consumers to celebrate Columbus Day by making Italian dishes for friends and family.

The ad campaign will run from Sept. 15 to Oct. 15. Columbus Day is Oct. 11 this year.


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