BROOKLYN, Mich. — For the second year in a row, Michigan’s beef farmers and ranchers, through their beef checkoff program, partnered with the Michigan International Speedway (MIS) to “beef up” the fan experience at the FireKeepers Casino 400.
“Our partnership with MIS provided a unique opportunity for fans to learn about beef’s nutrition, versatility and sustainability” said George Quackenbush, Executive Director of the Michigan Beef Industry Commission. “By reinforcing their love for beef, NASCAR fans become ambassadors for our product within their own social circles.”
The race wasn’t the only competition getting fans excited about beef. This year’s partnership included a social media “Burger Battle” where fans voted for their favorite Michigan-themed beef burger to elect the “official” burger of Michigan International Speedway. It was a close race between the Irish Hills Burger, The Greektown Burger, and the Traverse City Burger, but in the end the Irish Hills Burger pulled away with the victory.
The Irish Hills Burger is an all-beef patty served on a pretzel bun, topped with corned beef, sauerkraut, Swiss cheese and Thousand Island dressing. While many race fans got to vote for their favorite burger from home, the winning Irish Hills Burger sizzled for fans at the track race all weekend. The Irish Hills Burger was available for purchase from two concession stands at the track where nearly 400 of the unique burgers were sold. Promotional cards were distributed to approximately 6,500 MIS campers while beef recipes, beef cut charts and other beef information was provided to fans who stopped by the Michigan Beef booth on Fan Plaza.
The Beef. It’s What’s for Dinner. logo was proudly displayed on concession menu boards across the raceway property, along with a “Get Grilling Michigan,” billboard which greeted fans throughout the race weekend. From the interaction with over 60,000 fans on Fan Plaza and more than 300,000 fans on social media, beef won the tastebuds of NASCAR fans all weekend long!
For recipes to help plan the perfect tailgate this NASCAR season, visit BeefItsWhatsForDinner.com. There, you’ll also find tips for Grilling Basics along with steps to prepare the perfect grilled burger.
The Michigan Beef Industry Commission is funded by the $1 per head beef checkoff and builds demand for beef by growing consumer trust and promoting beef’s value.
— Michigan Beef Industry Commission