ConAgra Foods Lamb Weston SUPPORT
opening of sweet potato processing facility in delhi, louisiana
In 2009, ConAgra Foods Lamb Weston was considered locations in the United States at which to build the world’s first large-scale processing facility dedicated to frozen sweet potato products. By the summer, the company had determined that Delhi, a small rural community in northeast Louisiana, would be selected.
As LED’s lead on project announcement events, Peter Mayer was tapped to manage all phases of the announcement including the event location and logistics, press release, invitations and briefing for Governor Jindal.
Through that process, we developed a relationship with Lamb Weston’s sweet potato team. After the announcement, they asked us to help facilitate the company’s introduction into the community.
After conducting extensive interviews with local stakeholders, we prepared a presentation for about 75 of Lamb Weston’s employees in Washington state. The purpose of the day-long meeting was to distinguish north Louisiana from the popular media images and traditions of south Louisiana, provide background about Louisiana in general and discuss the values and concerns of the residents and potential employees of their new location.
Leading up to the new facility's grand opening, Lamb Weston sponsored sweet potato fries giveaways called Get Sweet Our Treat. On November 3, dozens of restaurants in north Louisiana and Mississippi gave away free sweet potato fries and the company donated money to food banks in exchange for Facebook likes. The promotion also occurred in Shreveport, Louisiana. Ultimately 26,000 servings of sweet potato fries were given away and $10,000 was donated to local food banks.
On November 5, 2010, the community celebrated ConAgra Foods Lamb Weston’s LEED-certified sweet potato processing facility in Delhi. An elaborate ribbon-cutting celebration with local, state and company leaders was held with all of the plant’s employees in attendance in bright orange shirts. An employee lunch followed the ceremony on the grounds of the facility.
The following day, Lamb Weston hosted a community celebration in Delhi which included a fun run, kids activities, food vendors and musical performances.
Award:
- IABC Silver Quill Award
Tri City Water Follies and the Lamb Weston Columbia Cup
The Peter Mayer team also worked with Lamb Weston to support their sponsorship of the Tri City Water Follies in Washington. Historically sponsored by Lamb Weston, the Water Follies is a hydroplane race on the Columbia River that draws thousands of spectators. We helped with media promotion prior to the event and throughout the weekend, with the creation of the I Love Sweet Potato Fries Facebook page and product giveaways during the event and general Lamb Weston participation.
My role in these projects was team lead. I coordinated LED's PR efforts on behalf of Peter Mayer Advertising and managed the Tri Cities events in partnership with Lamb Weston's corporate marketing team.
Agency Partner: Peter Mayer Advertising