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.
- Get The Viper on board.
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

