L&L Hawaiian Barbecue Taps Jenerate PR to Drive National Awareness for the Fourth Annual National SPAM® Musubi Day

Overview:

National SPAM® Musubi Day, celebrated annually on August 8, is a day dedicated to honoring the iconic snack food of Hawaii, SPAM® Musubi. For the fourth annual event on Thursday, August 8, 2024, L&L Hawaiian Barbecue, with the help of Jenerate PR, aimed to enhance the brand’s visibility across the U.S. and beyond. The event featured an exciting array of activations, including special promotions at participating locations, celebrity mascots from Hormel, and donations to food banks. Media outreach, press materials, and a robust PR campaign helped drive both in-person visits and digital engagement.

The Task: 

L&L Hawaiian Barbecue partnered with Jenerate PR to amplify their fourth annual National SPAM® Musubi Day initiative. The objective was to generate national and regional media coverage, increase brand awareness, and drive consumer participation through in-store promotions, media outreach, and partnerships. The task also included managing media relations, coordinating events, and securing pre- and post-event press coverage.

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jeneratepr

Strategy:

To accomplish the outlined objectives, Jenerate PR executed a comprehensive strategic plan that included the following key tactics:

  • Media Outreach:
    • Developed and distributed a press release announcing the event, featuring key details such as promotional offers and the charitable aspect of the campaign.
    • Pitched national, regional, and local media with engaging story angles about the cultural significance of SPAM® Musubi, fun facts about the dish, and L&L Hawaiian Barbecue’s ongoing efforts to bring island-style cuisine to a broader audience.
    • Reached out to key broadcast outlets for interviews and media segments, including how-to demonstrations on making SPAM® Musubi at home using L&L’s SPAM® Musubi kits.
  • Event Promotions:
    • Offered complimentary SPAM® Musubi through the L&L mobile app to drive engagement and incentivize patrons to visit participating locations.
    • Collaborated with Hormel’s mascots, MUSU and SPAMMY, to create fun photo opportunities that would be shared by patrons and featured in media outlets.
  • Charity and Community Initiatives:
    • Promoted the donation of SPAM® to local food banks in Washington and Texas as a part of the event’s charitable efforts.
    • Leveraged the media’s coverage of the charitable donation as a way to generate goodwill and boost brand reputation.
  • Media Kits and Mailers:
    • Coordinated the distribution of SPAM® Musubi Kits to key national food & beverage journalists, providing them with the tools to create SPAM® Musubi at home and generate content around the event.
    • Sent media kits and promotional items to prominent food outlets, encouraging coverage of the event and broadening the reach of L&L Hawaiian Barbecue’s initiatives.
  • Supporting Documents:
    • Created essential documents to support the campaign, including multiple press releases and media alerts, and a distribution list tailored to target key food and lifestyle publications.
    • Developed additional materials, such as talking points, to key spokespersons and provide journalists with easy-to-use resources for covering the event. These documents ensured the campaign’s messaging was consistent and accessible across all communication platforms.

Results:

The campaign yielded 79 earned media placements and secured more than 581 million UVMs across national, regional, and local outlets. Coverage highlights included:

Notable media outlets:

QSR Magazine, Laredo Morning Times, My San Antonio, The Olympian, SFGate, AZ Central, Restaurant Business, Food Service Director, Islands Magazine, Annandale Today, San Antonio Current, Thurston Talk, FOX13 Seattle, KSAT.com (ABC), San Diego Union-Tribune, The Journal of Olympia, Lacey and Tumwater, Axios, Foodsided, Dining Out

Broadcast:

KHNL-NBC, KGMB-CBS, KFVE-TV, KITV-ABC, KIKU-TV, KHON-FOX, KCPQ-FOX, KZJO-FOX, KSAT-ABC

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jeneratepr

The fourth annual National SPAM® Musubi Day was a resounding success, thanks to Jenerate PR’s strategic media outreach. The event not only generated significant media coverage but also helped strengthen L&L Hawaiian Barbecue’s brand presence, build customer loyalty, and highlight the cultural significance of SPAM® Musubi. With measurable success in media placements, consumer engagement, and charitable impact, this year’s celebration set a strong foundation for future growth of National SPAM® Musubi Day.

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