Knowing where your food comes from and buying local has become very popular. While Prince Edward Island is well known for potatoes and seafood, it is lesser known for its beef which is produced on 40% of Island farms, but has struggled to gain market share.
In 2011, the PEI Cattle Producers engaged Fresh Media to help promote local beef. The creative agency took on the challenge, developing the very successful PEI Burger Love campaign. From the catchy burger names – Stuffed Leprechaun or Redneck Monte Cristo anyone? – to social media and contesting, each element plays an important role in the public engagement that makes the campaign such a success. Each year a winning burger is selected by public vote and burger lovers are encouraged to use Facebook or Twitter to share their #peiburgerlove.
The success of PEI Burger Love by the numbers saw 14 restaurants, each creating a signature Prince Edward Island beef burger during the inaugural campaign in April 2011, laying the foundation for the annual month-long event. In 2015, 60 restaurants sold 145,527 burgers, translating into sales of over $1.9 million. These results contribute not only to the increased interest and consumption of local beef, but also provide welcomed support to the economy of Canada’s smallest province when tourism numbers are low. A great achievement when you consider the entire population of the province is give or take 146,000.
The following graphic demonstrates the campaign’s growth over the first four years including the use of social media.
Success is also demonstrated through industry recognition including the 2012 AIM – Atlantic Interactive Marketing Awards’ Best Social Media Campaign in Atlantic Canada and the Best of CAMA 2014 Integrated Marketing Campaign.
Beyond April, activity in social media continues, ensuring the beefy love affair endures. The countdown is on!