BBQGuys
"Born To Grill"
Imagine you get an opportunity to create a brand from scratch for a financially successful company and have the ultimate football celebrity family (the Manning family) at your disposal. Oh, and it's all about BBQ. Yeah, I got lucky!
This was a full-blown branding campaign that covered everything from TV to film, social content, digital, and PR/media blitz. But we were very strategic in our rollout.
Since we had a limited TV media buy, we wanted to create some social excitement about the upcoming campaign and the Mannings. We wanted to get more bang for the buck. So we decided to create a short film where we introduced the Mannings (Eli and Archie) as not just investors (which is true) but as BBQGuy's newest CMO - otherwise known as Commercial Makin' Guys. The film titled "Big News" made a huge splash! From the film to Twitter to digital and PR, the media went crazy for this "new" announcement. We got tons of love for it from media to BBQ lovers and football aficionados.
But now, the Mannings had to deliver the goods. What was their first commercial for BBQGuys? So we followed up with the commercial named "Signs." However, to do things differently, we first launched the spot online; we had our new Commercial Makin' Guys introduce their masterpiece to the world in the social world. Once again... a huge hit. Not just with the positive response and love, but with a massive surge in online visits to BBQGuys.com. Sales went through the roof - in fact, they just caught up with inventory.
The story doesn't end there. As we were shooting the TV and content, we found out that Peyton and Cooper Manning were joining BBQGuys. So we quickly wrote a new script for content named "Fan Mail." This piece of content created a huge buzz. Everyone wanted to know how Peyton and Cooper will fit in our new Born To Grill campaign. Well, I'm sure you saw the "Around the Grill" campaign - that was the answer... in fact a pretty fun answer. But there's more "Around the Grill" on its way.
Didn't I tell you I was lucky with this campaign?
