Harvey’s is launching a burger-naming contest next week for a new charbroiled offering, extending the message that theirs is a ‘personalized’ brand. On Monday consumers can submit a new name and 250-word explanation on Harvey’s Facebook page,  for a chance to win $10,000. Three finalists will be narrowed down by judges and posted for the public at large to vote on, and all three will win free burgers for a year, worth $2,000.

The media plan for the campaign titled ‘Harvey’s Burger With Your Name On It,’ handled by Media Edge in Toronto, includes TV and radio with a target of 25-year-old males who are the heaviest consumers of burgers, says Amy Rawlinson, senior brand manager, Harvey’s.

This includes placements on radio stations 102.1 The Edge and FLOW 93.5, as well as a TV buy that is 60% conventional, and 40% specialty on channels like MTV, The Score and Sportsnet. Toronto’s BBDO developed the creative, and Thin Data, also of Toronto, handled the social media aspects of the promotion. Harvey’s will also send e-blasts to the 70,000 member signed up on their website.

‘This is a new approach for Harvey’s and I think it’s going to be welcomed with open arms,’ Rawlinson tells MiC, adding that the Cara-owned brand has had garnish-selecting options on Harveys.ca before that was popular, however this is the first time social media is being utilized to this extent for the chain.

‘We’re all about a customized, personalized experience, so we’re very proud of our latest achievement and wanted to launch this in an unprecedented way,’ she says.