WASHINGTON, D.C.-The Maryland Hospitality Education Foundation (MHEF) has named The Reeves Agency in Baltimore as agency of record on an account that aims to make food safety common knowledge.
Reeves will handle all advertising, marketing, direct mail, public relations and Internet services, MHEF officials said. A source projected the budget at about $2 million.
The first program the agency will launch is a public awareness campaign dealing with food-safety training issues in restaurants statewide. It will be promoted as the Maryland Council on Food Safety’s “Seal Of Commitment” emblem to make customers aware of restaurants’ food-safety practices.
Agency account director Bryan Stark said the first task is an aggressive direct mail push. “We’re out to get senior-level people in restaurants excited about food safety,” said Stark. “Restaurants always did food training begrudgingly; there really hasn’t been an incentive to put together an aggressive marketing campaign.”
Stark said his strategy is to get restaurant owners to understand that customers will look for the seal when choosing a restaurant.
Fees from the initial stage of the campaign, which includes a corporate sponsors search, will be used to fuel later consumer marketing. The “Seal of Commitment” initiative is being used as a prototype for the National Food Safety Council.
Reeves’ food category experience includes clients Red River Barbeque & Grille and Metro Food Markets.
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