Grilling for the Win

June 01, 2014

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Shuman Produce
Grilling for the Win Digital Promotion


Situation: Shuman Produce needed an innovative solution to reach new audiences at the start of Vidalia Onion season. Shuman Produce had plans to giveaway a Big Green Egg and was looking for a new idea that would double last year’s results.


Task: Encourage both national and southeast (Publix) shoppers to enter to win a Big Green Egg while increasing RealSweet social media subscribers across multiple social networks.


Action: After several brainstorming sessions, Idea Garden Marketing created two related campaigns to reach both audiences – national and southeast. The national social media campaign gave consumers across the country the chance to enter the Grilling for the Win Sweepstakes to win a Big Green Egg while serving a dual purpose of collecting onion grilling recipes and increasing RealSweet social media subscribers on Pinterest and Facebook. At the same time, a unique web experience was developed specifically for Publix shoppers to enter the sweepstakes.


Result: The campaign concludes in mid-July, but after just a few weeks, results have been staggering. Currently the campaign is generating one entry for every five visits to the entry form. At this rate, it’s expected the campaign goals will be exceeded.

Launch website