Challenge
Create demand for beef during the height of the summer grilling
season.
 Solution
To leverage the burger’s 100-year birthday on a lean budget,
Harvest tailored National Cattlemen’s Beef
Association materials for use in a statewide awareness campaign.
Results
From burger-revering columns in The Oregonian and Oregon Agriculture,
to color features in BrainstormNW and The Statesman Journal, and
grilling segments on KATU’s AM Northwest and Eugene’s
KEZI-9, extensive media coverage supported advertising efforts to
get more beef on Oregon’s grills.
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