Blazers/Burgerville marketing campaign honored for sustainability sizzle
By Andy Giegerich
Digital Managing Editor
The NBA specifically cited the Blazers' and Burgerville's commitment to sustainable practices in honoring the Blazers Burger marketing campaign.
The Portland Trail Blazers have parlayed a sustainability-driven partnership with Burgerville into a top NBA sponsorship award.
The Blazers won the 2013 NBA Team Sponsorship Activation of the Year Award, beating out submissions from all 30 NBA teams, for a limited time hamburger promotion. The arrangement with Burgerville led to the Blazers Burger, which the team and restaurant promoted on several platforms. The Blazers Burger became the second most successful limited-time product launch in Burgerville’s 52-year history.
The Blazers Burger promo won honors from a panel of league and team marketing executives who reviewed more than 35 submissions. “Burgerville has been a pillar in the Portland community for more than 50 years,” said Trail Blazers President and CEO Chris McGowan, in a release. “Their quality, service, integrity and commitment to sustainability are things that we are proud to align ourselves with.”
Burgerville’s efforts helped launch the 2012-13 season. An integrated multiplatform campaign on TV, radio and digital media helped back the product. The Blazers Burger helped Burgerville achieve a double-digit year-over-year guest count increase on the day the limited offer began.
The NBA cited both organizations’ commitment to green business practices in honoring the partnership.
“With a shared core value of providing sustainability in the region, the team was recognized for creating and promoting a big idea that resonated with Burgerville and its customers and translated into a record-breaking sales success story for the restaurant chain,” said Chris Granger, the NBA’s executive vice president of team marketing and business operations, in a release.
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