Steak-Umm sought to drive awareness and purchase occasions at Walmart locations across the country.
How We Helped
We created in-store retailtainment experiences to bring Steak-Umm products to life at 500 Walmart stores in 32 NFL markets across the country. Partnering with Taste of the NFL, we tapped into some of the greatest NCAA & NFL players to drive affinity for Steak-Umm products at point-of-purchase. Consumers were treated to a once-in-a-lifetime experience through celebrity chef/player cookoffs, photo opportunities with players, giveaways, product sampling, and special offers. On-air personalities were on hand, bringing localized messages to life in each location.
Taste of the NFL Super Bowl Party
To extend awareness of Steak-Umm even further, we created a mega sampling display at the Taste of the NFL Super Bowl event the night before the game at the 5-star international venue Diplomat Beach Resort in Hollywood, Fl. Celebrity Chef and NFL alumnus Esera Tuaolo and former NFL player Will Witherspoon were on hand to offer guests samples of Steak-Umm products. Thousands of samples of three different “Steak-Umm concoctions” were served among 1,000+ guests.
Taste of the NFL, established in 1992, is an annual purpose-driven culinary experience at the Super Bowl, created to raise awareness and funds to support hunger and food insecurity. Proceeds from this event support local food banks.
On-air personalities promoted the Walmart events with special call-ins from celebrity talent who would later join them at Walmart to prepare a special meal using Steak-Umm products.
The events were also promoted via social posts, a targeted Facebook campaign, Instagram posts, digital ads to Walmart consumers, streaming and on-air promo mentions, and a custom Steak-Umm microsite.
This integrated campaign reached and engaged fans across the country, with thousands attending the in-store event. Hundreds of thousands of dollars were raised for local food banks.