JACKSONVILLE, Fla. — A Winn-Dixie social media contest will make beef-loving fans the stars of local print and billboard ads.


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Contest entrants must print out a sign that reads “I’m Beef People” and then post a photo or 15-second video explaining what makes them “Beef People” to Twitter or Instagram using the hashtag #ImBeefPeople and the name of their city. Winn-Dixie will aggregate the entries at www.winn-dixie.com/beefpeople.

The retailer will choose one winner in seven regions — Miami/Fort Lauderdale, Tampa/St. Petersburg, Orlando, Jacksonville, New Orleans, Mobile and Birmingham — to appear in local ads.

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"Our customers are passionate about beef — which cuts they select, what marinades or rubs they use and how they prepare it," Mary Kellmanson, Winn-Dixie's senior vice president of marketing, said in a statement. "They are the true 'Beef People' and we want to feature them combining our beef with their local flavor to make it just right."

The contest takes place Sept. 6-30.

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