The Goals.

Quaker Meats needed to relaunch their iconic convenience food brand, Steak-umm. Their objectives were to focus on the product’s quality and versatility to make it attractive to a new target audience, millenial consumers. They needed a creative marketing strategy and campaign that would attract the new audience with compelling socially relevant messaging. Steak-umm was in need of a nonprofit partnership to help them them give back to the community and tell their story.

The Work.

EMME Solutions developed a strategy for a marketing campaign that included a national event, social media, live stream media, public relations and television integrations, and a nonprofit partnership. The cornerstone of the campaign was the Steak-umm Firehouse Challenge, a cooking competition where firefighters from across the county could submit their favorite Steak-umm recipe for a chance to win a $20,000 donation to their firehouse, and an additional donation to the National Fallen Firefighters Foundation. The challenge was designed to recognize and thank firefighters for their heroic service. Through an aggressive public relations plan and social media amplification, the contest earned the attention of Steak-Umm’s new target audience, firehouses and firefighters, and their families.

The Tactics.

The Results.

The Steak-umm campaign earned unprecedented public relations coverage with over 105 million impressions, and coverage on Fox & Friends, The Steve Harvey Show, Access Hollywood and more than 20 local TV stations. product sales drove a $50,000 donation to the National Fallen Firefighters Foundation, and $20,000 to the winner of the contest’s firehouse.