The restaurant chain Seasons 52 wanted to raise awareness about its special pink deviled eggs appetizer benefitting the National Breast Cancer Foundation (NCBF) in October 2017. A local Maryland location of the restaurant partnered with Meaghan’s Meag’s Eggs brand with a goal of creating shareable photos of the dish for social media and a blog post explaining the purpose of the appetizer and how its proceeds benefitted NBCF, targeted at an audience with demonstrated interest in creative egg dishes.
Meaghan knew followers of Meag’s Eggs would be delighted to hear about this charitable foodie opportunity, so she visited Seasons 52 to try the pink deviled eggs appetizer, took styled photos of the dish and gathered details: That the restaurant would donate $1 for every deviled eggs dish served, for instance. Meaghan then quickly composed a blog post for meagseggs.com about the promotion within 24 hours, keeping the tone informative and encouraging, and promoted the blog on Instagram the next day.
The blog post achieved Seasons 52’s desired goal of informing people about their dedicated appetizer for Breast Cancer Awareness, and followers of Meag’s Eggs expressed genuine excitement about the promotion. Posts about the blog earned above-average engagement on Instagram, including over 300 Instagram Story views.