Winn-Dixie Wants Customers for ‘Beef People’ Ads

Winn-Dixie is seeking beef-loving customers to enter its “I’m Beef People” online contest for a chance to appear in a future advertising circular or on an outdoor billboard. The social media initiative backs the Jacksonville, Fla.-based grocer’s new ad campaign and recent rollout of WD Brand Choice Angus Beef to all of its stores.

“Our customers are passionate about beef – which cuts they select, what marinades or rubs they use, and how they prepare it,” noted Mary Kellmanson, Winn-Dixie’s SVP of marketing. “They are the true ‘Beef People,’ and we want to feature them combining our beef with their local flavor to make it just right.”

To enter, consumers go online to print out the “I’m Beef People” sign. They then take a picture or create a 15-second video holding the sign while explaining what makes them “Beef People” (as seen above). Via Twitter or Instagram, customers post the photo or video with the hashtags #ImBeefPeople and #(customer city). The picture or video may appear on Winn-Dixie’s website for judging and a chance to star in an upcoming “Beef People” ad.

The contest runs through Sept. 30, and winners will be notified around two weeks after the entry deadline, about Oct. 14, through the social media channel by which they submitted their entry. A panel of Winn-Dixie “Beef People” will choose one winner in seven regions: Miami/Ft. Lauderdale, Tampa/St. Pete, Orlando, Jacksonville, New Orleans, Mobile and Birmingham. Throughout the promotion, Winn-Dixie will post qualifying entries on its site.

Winn-Dixie, a subsidiary of Bi-Lo Holdings, employs nearly 40,000 associates in 479 grocery stores and 368 in-store pharmacies throughout Alabama, Florida, Georgia, Louisiana and Mississippi.