Beuerman Miller Fitzgerald created and initiated this ground-breaking program through a partnership between Tabasco® brand products and the Historically Black Colleges and Universities (HBCUs) throughout Louisiana. The program is designed to reach middle-class African-American consumers and increase brand awareness and loyalty through targeted marketing efforts.

Now in its 10th year, the program began as an HBCU marketing competition and over the decade has expanded from student internships to sponsorships of cultural, sporting and other campus events to a link with African-American church memberships. The connection to the Black churches resulted in the production of the first African-American Cookbook, the "Flavor of the Family." The cookbooks, funded by McIlhenny Company, were donated to the participating churches for distribution to their memberships and other organizations.

Through this innovative program, Tabasco® has gained valuable research information regarding taste preferences, usage and consumer attitudes regarding the Tabasco® brand. The company aimed to help further the educational growth of the students, provided financial donations to strengthen marketing programs at the partner HBCUs and has sponsored semester campus activities that have made Tabasco® an easily recognizable icon at each school.

Each intern has gained valuable marketing experience, and through the efforts of this program, Tabasco® was able to create a partnership with Lundy Enterprises and PIZZA HUT that produced the most successful franchise promotion — PIZZA HUT MEAT LOVER'S PIZZA — in the United States.

Beuerman Miller Fitzgerald created this model program to help McIlhenny better reach a demographic that continues to be a desirable market for many companies across America. Just as importantly, this program demonstrates Beuerman Miller Fitzgerald's ability to tailor programs to clients' specific needs, always with an eye toward both positive marketing initiatives and the bottom line.