Florida Beef Council – Beef Month (May)

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Florida Beef Council – Beef Month (May)

Date

20 November

About This Project

CHALLENGE

• Build awareness of BEEF within Florida during the month of May (Beef Month)

APPROACH

• Utilize one of the biggest grilling holidays of the year (Memorial Day) as perfect timing for beef pitch

• Host “Meet The Rancher” events in key Florida markets

• Coordinate food blogger event in Miami at “Meat Market”

• Partner with grocery retailer – host in-store cooking demos throughout the state

RESULT

• In Real Life (IRL) Blogger Event – 40+ bloggers

• Hosted several “Meet The Rancher” events connecting consumers directly to Cattle Ranchers

• Partnership with Winn-Dixie (The Beef People) – hosted 10+ cooking demos in stores throughout Florida

• State-wide public relations campaign – 10 TV cooking segments in 4 weeks