For our 2021 summer grilling campaign, we wanted to take the idea of owning the cookout experience (food and music) up a notch, and just a little bit literally. So we created our own original digital music mixer. Three genres with instruments unique to them, three drum beats, and six grilling sound effects. Playing with our Beatmaker and sharing their mix entered shoppers for the chance to win our summer sweepstakes and all the sweet, branded swag that came with it.
This campaign is a good example of how from one year to the next we were essentially given the same brief for a new summer grilling program, and how we evolved the idea to deliver the same concept in a way that felt new and fresh, and generated some fun brand engagement.
