When sunny weather hits, eager Moms feel the grill beckon. Fresh meat is the cornerstone of great BBQ, with burgers, chicken and ribs dominating the plate. Pork lags behind, despite the versatility and range of options, due to uncertainty around preparation and the perceived complexity in getting the best results. We needed to bring Smithfield pork to the top of her list, making it easy to try something new and expand her repertoire without fear of failure.
Solution
Get Grilling America!
We forged a breakthrough partnership that showed grilling enthusiasts there was more to love about pork than the familiar cuts and styles. Knowing that they value authenticity—like meat sticks to a bone—we invited a slew of trusted experts to our cookout to help introduce them to new pork products and easy techniques.
TLC’s The BBQ Pitmasters brought credibility and influencer content. Co-merch partners Kingsford charcoal brought the heat, and Anheuser-Busch beers slaked everyone’s thirst. And we further stoked the flames, driving everyone to the backyard to show off their favorite grilling recipe with a $5,000 prize and the rallying cry “Get Grilling America!”
Consumer to Shopper Insights | Strategy Development | Partnership Identification and Solicitation | Creative & Design | Shopper Marketing | Consumer Promotion and Sweepstakes | Digital and Web Design and Development | Experiential & Sampling | Entertainment & Sponsorship | Analytics and Measurement
