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Volume 25 No. 48
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Eric Hosmer Partners With Kansas City Steak Co. For Fan Cookout Sweepstakes

The Kansas City Steak Co. recently collaborated with Royals 1B Eric Hosmer on "Steaks with Hos," a campaign designed to "resonate with a younger audience, the established millennial, without alienating its core audience, baby boomers," according to Leslie Collins of the K.C. BUSINESS JOURNAL. The company, which has been a Royals sponsor the last three seasons, wanted to "capitalize on the momentum" of the team's World Series win last season. It also "wanted to tap into the popularity" of Hosmer, who won the MVP at last month's MLB All-Star Game. Kansas City Steak came up with the idea of doing "some sort of grilling event with Hosmer, so the company reached out to his agent to work out the details." What resulted was a "six-week sweepstakes campaign" worked in conjunction with Whiskey Design, K.C., in which the winner and nine friends would enjoy a cookout with Hosmer. The agency got Hosmer's permission to create a logo for the "Steaks with Hos" campaign in which his "signature hair resembles flames -- a nod to grilling and his father's career" as a fireman. The campaign ultimately "garnered 38,579 entry submissions nationwide" (BIZJOURNALS.com, 8/12).