‘Free beef!’ is back: Now it’s a contest by Abby’s Legendary Pizza in Prineville and Ericksons Thriftway

(Update: Adding video, comments from businesses, details)

PRINEVILLE, Ore. (KTVZ) – Say the words “free beef!” to long-time Central Oregonians, and many will well remember the yearly promotional event and ad campaign by Les Schwab Tire Centers. Well, it’s back, with a twist.

Abby’s Legendary Pizza in Prineville is giving away two $250 gift certificates for free beef from their friends at Ericksons Thriftway. No purchase is necessary; you can sign up at the Abby’s in Prineville.

Brent MacCluer, VP of marketing for Abby's Legendary Pizza, told us Friday, "When we opened our parlor here in Prineville about a year ago, the community kept telling us how important Les and Dorothy (Schwab) were to the local community. We knew we wanted to do something to honor them."

Now, Abby's is bringing back the tradition - tires not included.

"In 1964, he wanted to help his friends who were farmers and ranchers. So he started offering free beef with the purchase of tires," MacCluer said. "And our company was started in 1964 also. So we thought it was kind of meant to be, that we really wanted to continue what Les started over 60 years ago. "

John Amodeo, owner of Ericksons Thriftway in Prineville, says families could use the help.

"In the economy right now, as expensive as everything is, giving somebody $250 in free beef is huge. And for a lot of families here in Prineville, it couldn't come at a better time."

Winners can choose from any cut of beef offered at the store. Amodeo suggests a nice prime rib.

Here's a still from one of those Les Schwab commercials, back in 1964.