safefood — Burger Fever

Issue:

1.Because steak can be eaten rare/medium rare, young people think burgers can be too. But undercooked mince carries a risk of E. coli and salmonella.

2.Young people also think a rare/medium rare burger is tastier than a fully cooked burger (is this actually true? Who knows).

In any case, the job was to get the youth of Ireland ordering their burgers well done.

Insight:

When it comes to beef, burgers are a whole other animal.

Idea:

Rare beef can be a raw deal. Avoid ‘Burger Fever’

Execution:

A three-pronged approach.

  1. Get The Viper on board.
Cook that baby well. Cook it well.

2. Hijack Instagram hashtags: people like to post pics of their burgers on Instagram. Our @Burger_Fever_ bot commented on their #burger images to tell them what was up.

The Burger Fever profile hammered home the message and linked to safefood’s website.

3. Create a suite of Burger Fever GIFs to live on Facebook:

Something special planned? Don’t let an undercooked burger ruin your night. For more information on avoiding #BurgerFever visit safefood.eu/burgerfever


Don’t let an undercooked burger make you sick. Always order yours well done. For more information on avoiding #BurgerFever visit safefood.eu/burgerfever


Don’t let an undercooked burger ruin date night. Always order yours well done. For more information on avoiding #BurgerFever visit safefood.eu/burgerfever


Unlike steak, a rare or medium burger could make you seriously ill. Always order yours well done. For more information on avoiding #BurgerFever visit safefood.eu/burgerfever

)
    Ciaran O'Suilleabhain

    Written by

    A Fine Copywriter

    Ciaran OS Portfolio

    A Fine Copywriter

    Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
    Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
    Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade