Winn Dixie Attempts To Reclaim “Beef People” Title

Winn-Dixie Beef PeopleJacksonville, Florida based grocer Winn-Dixie has launched a new Private Brand promotion that seeks to regain its lost glory as “The Beef People.” The promotion “The Beef People — Best Beef in the Land Instant Win Game and Sweepstakes,” is a Facebook based social media game that is a part of the launch of campaign for the new WD Brand Choice Angus Beef Private Brand.

“Winn-Dixie has always provided the largest variety of freshly cut meats that are continuously aged to perfection and never shipped a day before,” said Mary Kellmanson, Winn-Dixie’s SVP of marketing. “To continue earning the coveted name, ‘The Beef People,’ we recently upgraded to choice Angus beef in all of our stores. Through this gaming platform, beef lovers can unite and share with the world their passion for choice Angus beef on Facebook.”

Current and future Winn-Dixie customers who “like” Winn-Dixie’s Facebook page will be introduced to six cuts of beef that Winn-Dixie offers, specifically filet, New York strip, sirloin, flank, T-bone and ribeye. Flipping and matching three out of six cuts of meat on the virtual Winn-Dixie grill wins.

There is a total of $5,000 in prize assets to be awarded throughout the sweepstakes, including the chance to win free WD Brand Choice Angus Beef for a year, as well as multiple instant winners daily with gift card giveaways ranging from $5 to $100. Winn-Dixie customers can participate by trying their luck once a day until July 31.


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.