Jennie-O® saw a rise in consumer demand for burger protein alternatives in restaurants and foodservice institutions. To drive awareness and promote their line of turkey burgers, a contest was created where restaurant operators could submit their turkey burger creation using Jennie-O® turkey patties. We called it "How America Burgers".
We began with developing the overall visual style that would translate across all the platforms and collateral, as well as provide clear differentiation from their established branding conventions.
In developing the interactive portion of the promotion, we filmed compilation of interview style testimonials in which consumers talked about their desire to see more health conscious option on menus. Specifically, turkey burgers.
We created a custom contest app on Facebook where contestants could upload their creation for public voting, while a leaderboard kept track of which burger creation was in the lead by what percentage of votes.
Eight semi-finalists were chosen, and professional photography was taken of their creations for the Jennie-O® Facebook page. Ultimately three finalists were chosen, winning among other things, a promotional video featuring their restaurant with Food Network celebrity chef Simon Majumdar.