The North American Meat Institute won platinum and gold Hermes Creative Awards for two of its 2017 communications programs. The Platinum award was given for December’s Jacksonville Jaguars bologna promotion done in conjunction with the National Hot Dog and Sausage Council (NHDSC) and Beef Checkoff. Following a news story sharing that Jaguars head coach Doug Marrone loves bologna sandwiches after games, the Meat Institute, NHDSC and Beef Checkoff worked with Boar’s Head to send 100 logs of bologna to the team to power its playoff push. The bologna shipment generated more than 400 news stories around the country and 350 million impressions. The Jaguars donated most of the bologna to a local foodbank, and the team added bologna sandwiches to its concessions menu for the rest of the season. Those sandwiches sold out by halftime of each game.
The Platinum award was one of just seven handed out in the media relations category and the Meat Institute was the only association recognized.