"Fill the Grill" Promotion Gets Publix Customers Fired Up!

Publix, a major retailer in the Southeast U.S., wanted to educate their consumers on food safety and proper grilling while bringing their branded beef program to the forefront of their customers' minds.

Four stores in Southwest Florida participated in the promotion, offering free samples of Publix Premium Certified Beef as well as grilling demonstrations and beef safety tips to consumers. Cashier handouts, a direct mail invitation and banners at the event alerted Publix customers that a special safety promotion was happening and that they should be a part of it!

When talking to meat department staff, many customers said they didn't use a meat thermometer. A thermometer is essential to ensuring proper doneness, especially when grilling beef. To help customers, staff demonstrated proper usage and then gave customers their own instant-read meat thermometers to take home with them. According to Michael Serra, Fresh Foods Marketing Manager for Publix, "Customers were delighted! The demonstration showed that Publix is the place for great beef and for advice that helps make grilling safe for your entire family."

Publix spread the safety message through beef checkoff-funded Safe & Savory 160^° postcards that customers were given along with their thermometers. The postcards gave customers more tips on how to ensure their burgers were perfect through proper instant-read thermometer usage.

Take a cue from Publix and get creative this winter – customers are looking for alternatives, and demonstrations take the fear out of trying something new while helping boost your bottom line. With rib roast sales peaking around the holidays, this is a great time to host a carving or roasting demo. Set yours up today! Contact a Channel Marketing Team Member to see how we can help make your holidays a success.