SHADY BROOK FARMS
Heating up turkey sales with a sizzling campaign.
Shady Brook Farms turkey wanted to grow demand beyond the holidays.
Campaign
Digital
Strategy
Experiential
Video
INSIGHT
There are times of the year when people think about eating turkey – summertime grilling season isn’t one of them — but it can be!
IDEA
Grilling enthusiasts became the target of a Grill Outside the Lines campaign and contest tapping rebel grillers to generate unique recipes using SBF turkey, UGC, photos and more.
The Grill Dads were our credible social influencer partners, offering how-tos, tasty tips and entertainment. Throughout the contest, the website helped make the brand a trusted guide for everyone who had an appetite for Grilling Outside the Lines.
RESULTS
Significant grilling season growth driven by our expanded audience. Consumers learned new techniques for grilling with turkey and had a blast doing it.
To give Shady Brook Farms turkey a place on the grill, we reached out to grilling enthusiasts with a taste for competition, getting attention and getting mouths watering.
The Grill Dads were the perfect partners and the heart of our influencer-driven campaign. We let them be themselves, challenging followers to achieve grilling greatness with turkey.
9.1%
Brand lift
Triple digit engagement increase
Double digit engagement increase
Grill Outside the Lines was all about user-generated content; our audience entered to win grill-related prizes by submitting Shady Brook Farms turkey recipes, grilling tips and more.
Everything came together on our campaign hub – videos, recipes, tips and techniques. It became a fantastic resource for grillers and increased engagement and sales for Shady Brook Farms.
