Meat Industry INSIGHTS Newsletter

980607 Boca Burger Tips Marketing Hat to Gardenburger

June 8, 1998

Chicago - Without spending a dime of its advertising dollars on last month's broadcast of the "Seinfeld" finale, Boca Burger has enjoyed a robust increase in sales since then.

In the four-week period following the last "Seinfeld," Boca Burger realized a 72 percent increase in sales vs. the four weeks preceding the finale, and a 108 percent increase compared to the same four-week period in 1997.

"It's as we predicted," said Greg Stahl, Boca Burger president. "Gardenburger used the occasion of the last 'Seinfeld' to create additional interest in the meatless burger category -- and we're reaping a lot of the rewards."

Stahl is referring to Portland, Oregon-based Gardenburger's (Nasdaq: GBUR - news) first-ever television advertising campaign, which included a commercial on the May 14 last episode of the popular "Seinfeld" television show.

"We said then that we were thrilled that our friends in Portland are doing all this advertising," Stahl said. "We predicted campaigns like theirs would result in additional interest in the category -- and it has.

"What's even more exciting is that now, people are moving from mere interest in the category to discovering the taste superiority of Boca Burgers," Stahl said.

Boca Burger has launched an ambitious, nationwide in-store sampling campaign to promote its hamburger taste.

"We truly believe Boca Burger is the hamburger re-invented," Stahl said. "We've re-invented the hamburger to meet the growing demands of the millions of people who want the best of both worlds -- a healthier diet and great hamburger taste."

Stahl said the taste of Boca Burgers has repeatedly and consistently received the highest marks from leading consumer organizations, food writers, health-oriented publications and the nation's mainstream media.

According to the latest information*, Boca Burger holds three of the top four meatless burger spots in the natural food channel.

"Boca Burgers are so delicious, even the die-hard hamburger fan won't believe they're meatless," Stahl said.

Boca Burger, Inc. was founded in 1993 by a Ft. Lauderdale-based natural food restaurateur who saw the need for a great-tasting meatless hamburger alternative. In February 1997, the company was acquired by a group of private investors that is aggressively expanding distribution nationwide to include the natural food and mainstream supermarket channels.

This Article Compliments of...

Iotron Technology Inc.

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