Food & Beverage – Event Vendor (State Fair of Texas)

The Challenge:

Dickel’s Meats, a long-standing State Fair of Texas vendor with two booths — Turkey Legs by Dickel and Dickel’s Smokehouse — had built a strong offline presence over the years. But with rising competition and a shift toward digital discovery, they struggled with a limited online presence and minimal content strategy. Their social media was inactive, and they lacked the visibility needed to stand out among dozens of high-energy food vendors competing for fairgoers' attention.

The Solution:

With just two weeks before opening day, we launched a full-scale event promotion campaign built to maximize visibility and foot traffic within the 30-day fair window. Our strategy included:

• Content Production: Filmed 20+ videos in two 4-hour session, capturing both crave-worthy close-ups and on-site booth energy

• Influencer Outreach: Partnered with popular local creators and foodie influencers to generate hype and social buzz

• Geo-Targeted Ads: Deployed paid ads aimed at fair attendees within driving distance, focused on the brand’s fair-exclusive offerings

• Hero Campaign Focus: Centered much of the promotion around the viral-ready Triple Meat Big Back Snack, a towering meat lover’s dream

• Booth Signage & On-Site Activation: Designed eye-catching signage that aligned with social content to create a full-circle brand experience

Platforms used included Instagram, TikTok, and local press outlets, all timed for peak fair traffic days.

The Results:

• Massive Sales Spike: 150x increase in sales compared to the previous year

• Viral Reach: Videos surpassed 5 million views across platforms

• Follower Growth: Gained 1,000+ new followers in just 30 days

• Fairground Impact: Both booths experienced long lines daily, with fairgoers actively seeking them out after seeing social content

• Influencer Momentum: Multiple influencer shoutouts went viral, driving even more traffic and media mentions

Key Takeaway:

Even legacy vendors can reinvent their fair experience with the right marketing. In just two weeks, we transformed Dickel’s Meats into one of the most talked-about vendors at the State Fair of Texas. By blending fast-turnaround content, influencer buzz, and fair-exclusive hype, we drew huge crowds and smashed all sales records. The result? A continued partnership for 2025—and a vendor who now knows the power of good content and timely strategy.