Making the Most of Football Season for Laura’s Lean Beef
Laura’s Lean Beef, a Meyer Natural Foods brand, offers a variety of lean, lower-fat beef products for health-conscious consumers. Laura’s Lean Beef also is free of antibiotics and hormones, vegetarian-fed and humanely-raised. Linhart PR helped Laura’s Lean Beef capitalize on the excitement of the NFL season by introducing a variety of locally inspired, healthier game-day recipes.
Raise awareness of Laura’s Lean Beef as a lower-fat, but still delicious option for game day celebrations, ultimately driving in-store purchases and product trial. The campaign was national-reaching, but also focused on big football markets, including Cincinnati, Minneapolis, Indianapolis, Boston, Atlanta, Phoenix, St. Louis and Kansas City.
Laura’s Lean Beef created a range of recipes – think nachos, burgers with a variety of flavor profiles, a meatball sub and more – to demonstrate how a great-tasting, game-watching party doesn’t have to be full of fat, calories and artificial ingredients.
Linhart PR executed an integrated traditional and social media program for Laura’s Lean Beef to push out the football campaign messages and new recipes to the target audience in all the places they like to receive information and news.
We pitched the recipes to priority market print, TV and blog outlets, and also booked and coordinated in-studio TV cooking segments. To spread the news more broadly, we pitched select national online outlets as well.
On social, we launched a “surprise and delight” program to interact with and reward fans who engaged with our Laura’s Lean Beef recipe posts on Facebook, Instagram and Twitter. We “surprised” 25 of these fans with prize packs full of Laura’s Lean Beef swag items and coupons to help them create their own game-day feasts. And, to connect with our priority market audiences, we geo-targeted customized Facebook ads in each city.
Overall, the football campaign reached more than 15 million consumers through news stories and social media engagement. It drove a significant bump in website traffic as well. Top results include:
A healthy tailgating story featuring Laura’s Lean Beef and Laura’s Kitchen Hot Dogs on MarthaStewart.com reached more than 11 million consumers
Six local market news stories, including two in-studio cooking segments in Indianapolis, and four online stories from local TV stations and blogs reached nearly 4.4 million consumers
Facebook ads for each city – featuring messaging connected to their NFL team and a Laura’s Lean Beef tailgate recipe – reached 51,157 people and drove 1,027 clicks to laurasleanbeef.com
Nineteen of the 25 “surprise and delight” winners shared a post about Laura’s Lean Beef, resulting in more than 20,000 additional program impressions
Three “surprise and delight” winners created and shared their own Laura’s Lean Beef recipes on their blogs, reaching a combined audience of 43,119 consumers
During and following the tailgating campaign, visits to the Laura’s Lean Beef recipes page increased by 128 percent compared to the previous three weeks
Website traffic from Facebook and Twitter during the campaign increased by 219 percent compared to the previous three weeks