The Black-Eyed Pea Media Campaign

In March 2007, the Black-eyed Pea restaurants announced its switch to a zero-trans fat oil. This came at a time when many restaurants had begun the move toward healthier menu choices for consumers.

Strategically highlighting the restaurant group’s proactive role in nutritious food preparation, the Black-eyed Pea and M&P planned and executed “A Healthier Chicken Fried Steak” a media campaign to drive awareness of the company’s mission to provide healthy dining options for their customers.

Through targeted pitching and distribution of the Black-eyed Pea’s zero-trans fat announcement to more than 75 media contacts during a three-week period, M&P secured coverage in nine targeted media outlets throughout Texas and Colorado.

The story placements for the Black-eyed Pea in radio, television and print media outlets, including restaurant trade publications, reached an estimated audience of more than 4.5 million people.

In fact, the aggressive media campaign resulted in two lead stories in the DFW Metroplex news media: a front-page Business story in the Fort Worth Star-Telegram and broadcast segments on the local NBC affiliate morning and nightly news programs on April 5.

This successful media collaboration exceeded the client’s goals and helped the Black-eyed Pea to Be Amplified.

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