News

MOOYAH promoting 'Iceburgers'

January 3, 2014

MOOYAH Burgers, Fries & Shakes is starting off the New Year by putting a fresh spin on the ubiquitous resolution, according to a company press release. Through an in-restaurant, digital and social media marketing campaign, the brand is encouraging guests to join the "MOO Year's Revolution" by eating Iceburgers, a lower-calorie way to order a burger. Guests can make any burger an Iceburger by opting for a gluten-friendly iceberg lettuce bun instead of a fresh-baked white or wheat bread bun.

"January is a time of fresh starts and new goals," said Natalie Anderson, senior brand manager at MOOYAH. "Our Iceburgers are a revolutionary way to enjoy MOOYAH while making smart choices."

Getting started

Through Feb. 2, MOOYAH fans can visit MOOYAH.com/ice to join the MOO Year's Revolution, Anderson said, by following three steps.

• Step 1 provides a way for fans to Break the Ice on making smarter choices with a link to a free Iceburger coupon.
• Step 2 asks fans to recruit others to the Revolution through an Ice a Friend Facebook application. The Facebook component will reward the participant with a $1 Off Any Iceburger coupon when they share a Buy One Iceburger, Get One coupon with friends.
• Step 3 offers a sweepstakes where one lucky Iceburger fan can keep the revolution going long after Feb. 2 with a prize of Free MOOYAH for a Year.

"Successful revolutions and resolutions have one thing in common: they both start with an action that gains groundswell when people talk about it and get friends and family involved. MOOYAH.com/ice provides a rewarding way for the MOO Year's Revolution to grow, allowing more people to enjoy our unique, lower-calorie Iceburgers," said Anderson.

The brand will promote the campaign socially, with a large drive on Facebook and Twitter, as well as support from Instagram and Pinterest. In-restaurant, MOOYAH will distribute Iceburger frequency stamp cards that reward guests with free drinks, sweet potato fries and Iceburgers.

"At MOOYAH, we focus on building the perfect burger to fit every guest's craving. Some people may think they have to give up their favorite food to keep their resolution. We wanted to challenge that mentality by showcasing the lower calorie counts in our Iceburgers," said Anderson. "Many of our competitors don't offer this option so we're even more excited to be the brand bringing these delicious burgers to consumers."

In addition to its social media, digital and mobile marketing campaign, MOOYAH will promote the MOO Year's Revolution through a spokesman, Ice Burgman. The animated guru is featured on social platforms and will inspire fans to participate in the MOO Year's Revolution and try Iceburgers at MOOYAH, Anderson said.

Read more about healthy menu items.