A series of fun, giveaway posters. The lines are actually copy from the historical campaign, creating a nostalgic bridge to the old commercials that a lot of folks remember. People loved them.
Synopsis
From the 1960’s to late 90’s, Winn-Dixie and their market dominant sub-brand, The Beef People, were synonymous. For a time, the store fronts literally said “Winn-Dixie. Home of The Beef People.” Our challenge was to relaunch the legendary meat department brand in a way making it relevant for new, younger consumers in 2013 without alienating those who remembered and loved the classic campaign and it’s rich, rustic “cattle ranch” motif. One client-requested wrinkle — No cattle drives, No butchers, No red meat.
The Results: Winn-Dixie saw a 2.4% lift in meat sales, year over year, and a 6.4% increase in number of units sold over the same period. The campaign was heralded as the “Best Achievement in Store Brand Marketing” by Private Label Store Brands. While Supermarket News recognized the campaign’s “The Best Beef in the Land” instant win Facebook game app — which generated over 90,000 entries — as one of the Top 10 Retail Store Brand Promotions of 2013.
Promotional Posters
Facebook Game App
Named “One of the Top 10 Retail Store Brand Promotions of 2013″ by Supermarket News, this quick, fun, instant-win “match” Facebook game helped us connect people with the brand, build The Beef People community and, for those who had never bought Choice Angus Beef from Winn-Dixie, initiate trial with the product — people who matched three out of six different meat cuts won gift certificates from The Beef People. Over 90,000 people on Facebook played. All they had to do was “Like” The Beef People, then offer some basic contact info. After that, they simply clicked on The Beef People logos to reveal the steak cuts cooking on the grill. If they matched three or more, they won. Finally, we gave them the chance to share their game results with friends through Facebook and Twitter.
Step 1: “Like” The Beef People
Step 3: Winner! Winner! Steak Dinner!
Step 2: Enter to Play
Step 4: Share your Results
#IMBEEFPEOPLE Microsite
No middle ground, no apologies — you either love a great steak or you don’t, you’re either one of The Beef People or you’re not. This “hand raising” microsite prompted people to declare themselves one of The Beef People by joining the brand’s community of fans. The Opening Page invited folks to answer the question, “Are you one of us?” Page 2 explained how to uploaded images with the “I’m Beef People” print out. Page 3 revealed the resulting wall of fans, including the recent participant’s profile shot, which they shared with friends and family on Facebook and Twitter.
Page 2
Page 3
Point of Sale
Out of Home
Out of Home – "Half-Pound Burger" campaign
