To highlight the outstanding Angus Beef offering for retail client, Sweetbay Supermarket, At The Table Public Relations developed a savvy social media and grass-roots PR campaign to bring attention to the Florida-based grocer’s superior beef offering.
We partnered Sweetbay with well-respected steak houses in the communities the retailer serves to launch the grocery chain’s first-ever Angus Ambassador Advisory Board. Since Sweetbay is the only Florida supermarket to offer USDA Choice Black Angus in all whole muscle cuts, the advisory board included chefs who educated shoppers about quality beef and shared outstanding Angus beef recipes.
At The Table Public Relations also arranged for Sweetbay to work with professional recipe developer, food columnist and food photographer, Jaden Hair, to create a social media public relations campaign. Jaden, author and blogger of SteamyKitchen.com, specializes in fast, fresh and easy recipes for the home cook. She shared Angus beef recipes and tips via Jaden’s Corner on Sweetbay’s website on a bi-weekly basis throughout the summer and also held a social media contest for her fans and followers to win a $250 Sweetbay gift card.
The media relations around this campaign, including print, online, television and radio, garnered nearly 100,000 impressions.
“We appreciated the forward thinking and savvy social media program ideas that At The Table Public Relations provided,” said Nicole LeBeau, spokesperson for Sweetbay Supermarket. “As a food PR firm, they always come to the table with fresh, new ideas that help us achieve our goals.”
Our campaign helped increase hits to Sweetbay’s website and brought attention to Angus Beef during a key time for our retail partner. As food PR professionals, we look forward to beefing up our client’s next campaign with creative ideas and measureable results.