Beau Rivage
Blended Burger Campaign
Food & Beverage Advertising and PR
A single menu item used to say something larger about sustainability and culinary standards.
- 38
- media placements
- 3M+
- impressions
Context
The James Beard Foundation's Blended Burger Project asks chefs to submit a healthier, more sustainable burger blended with another ingredient. Beau Rivage Executive Chef Kristian Wade created the Landmass Burger — but a contest entry only matters if the community knows it exists and votes.
Approach
Food & Beverage, Advertising and Public Relations built one campaign together. It introduced the burger, explained the contest, and used both to express the resort's commitment to sustainability and culinary excellence — with every touchpoint pushing toward the vote.
Selected tactics
- Staff training so the story was told correctly on the floor
- Rack cards and table tents in all nine resort restaurants
- Press release and media relations
- Digital and print signage throughout the resort
- Campaign photography
- Digital and social promotion of the voting period
Impact
- 38 media placements and more than 3 million impressions across print, digital and TV.
- More votes than any other Mississippi entry in the contest.
- A successful menu item in its own right.
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