Smithfield’s Get Grilling America
Quick Hit Results
Thousands of
consumers added to Smithfield’s loyalty program
Thousands of
of Smithfield Fresh Pork ribs sampled
500+ BBQ Pitmasters
committed to cook exclusively with Smithfield Fresh Pork on the competition barbecue circuit
Opportunity
Smithfield wanted to strengthen relationships with competition pitmasters and distributors and to engage consumers at festivals.
Approach
- Evenergy developed and managed a national tour to showcase a Smithfield experience.
- Evaluated and negotiated event sponsorships at festivals across the country in distributor home markets.
- Showcased celebrity pitmasters who shared tips and Smithfield’s ribs with event attendees.
- Partnered with Kingsford, Anheuser-Busch, Tabasco, National Pork Board, Weber and Gallo.
- Brought Smithfield to distributor offices with employee luncheons and tastings.
Results
- Captured attendee information for future marketing efforts via Smithfield’s loyalty program.
- Sampled thousands of ribs across the country and drove consumers to stores.
- Built competitive pitmasters into consumer influencers and strengthened Smithfield’s status as the #1 pork in BBQ.
- Stronger relationships with grocers and other distributors.