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BIC CAMPAIGN DRESSES UP BURGERS

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The Beef Information Centre has launched a campaign to promote “steak experience” ground beef by increasing consumer awareness of source grinds (eg., ground round, ground sirloin, ground chuck). The “A Girl’s Gotta Grill” promotion encourages women aged 25-49 who make most of the food-purchase decisions to take over the grill and “flex their tongs” by suggesting that one basic sirloin burger recipe can be “your little black dress of summer entertaining.”

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