Challenge

A leader in protein distribution, Colorado Boxed Beef (CBB), also has proprietary brands such as High River Angus Beef and Diamond Reef Seafood Products. Their goal was to create a renewed approach to raising awareness for the two brands amongst customers and raise the bar for exhibiting at their private, invite-only customer event. Colorado Boxed Beef brings together customers such as major cruise lines, hospitality companies, grocery retailers with suppliers such as Tyson, Perdue, JBS, Smithfield, etc. annually to conduct business and form relationships at their annual convention, The Taste of Colorado. The was goal was set and Think3 was tapped to strategize, design and execute an exciting event for the two proprietary brands in a 6-week timeframe.

Strategy

Raise brand awareness and drive sales of High River Angus and Diamond Reef products via a collegiate culinary competition we branded “IGNITE”. Teams of two went head to head in three rounds of competition: Round 1 was the High River Angus challenge; Round 2 was the Diamond Reef challenge and the Final Round was a surf and turf, featuring both brands. CBB customers were engaged as judges to drive interaction. Valencia College’s Culinary Institute was selected for participation to provide local students with an opportunity to test their skills, build their confidence and win scholarship prizes.

Activation

• Collegiate research, outreach, and scholarship coordination
• Branded and developed the event competition, IGNITE, including official rules, call for entries, etc.
• Designed creative and managed production for all event competition physical and digital elements
• Designed logo, website, and trade show booth materials
• Sourced branded merchandise (aprons, cutting boards, etc.) to feature the event competition logo and corporate message
• Managed, crafted, and delivered press releases, and pre- & post-event communications via local media, social media, internal communications and customer communications
• Directed all audio visual and technical needs for highlight video
• Managed on-site logistics, technical needs, third party vendors and attendee experience

Performance

• IGNITE quickly attracted a large crowd of customers who spent hours at CBB’s trade show booth, interacting with the key brands
• Engaged key buyers as judges to experience the product in a unique way

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