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.
Linhart PR was challenged to share 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 needed to be 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 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. Linhart PR 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, national online outlets were also pitched.
On social, Linhart PR 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. Twenty-five of these fans were “surprised” 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 priority market audiences, there were geo-targeted customized Facebook ads in each city.
Local Market News Stories
Increase in Website Traffic
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: