Hearth, Patio & Barbecue Association

FLM Harvest

Challenge:
Hearth, Patio & Barbecue Association (HPBA) is the nation’s leading trade group for grill and grilling accessory manufacturers, distributors and specialty retailers. It supports the industry by hosting its largest trade show, conducting consumer outreach and representing its members at state and national legislators.

According to research, nearly 80% of all U.S. households own a grill. While consumer passion for and interest in grilling is strong, most grilling occasions occur during the summer, on weekend afternoons. HPBA wanted to expand consumer usage and purchase of grills. FLM Harvest worked in partnership with HPBA to promote new occasions for firing up the grill: think deep winter, early mornings and more.

Execution
FLM Harvest developed two perennial promotions aimed at inspiring new reasons to grill: “Wintercue,” creating a movement to grill during the coldest days; and “Barbecue Your Breakfast,” educating consumers that nearly all breakfast foods can be cooked on the grill.

Activities for both initiatives included:
—  Creating branding and artwork.
— Developing kits for manufacturers and retailers to share as part of their promotions.
— Tapping social media influencers to develop and share recipes on their channels.
— Leverage celebrity pit masters for live social media events with how-tos for winter and breakfast grilling.
— Coordinating with members to give prizes to consumers for sharing winter and breakfast grilling user generated content with either #Wintercue or #BarbecueBreakfast hashtags.
— Earned media outreach.