Hearth, Patio & Barbecue Association
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.
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.
Over the past four years, winter grilling increased 50% with members reporting increased year-round sales. Consumers also reported more frequent breakfast grilling. Wins from the Winter and Breakfast campaigns include:
— Large feature coverage in outlets such as Rachael Ray Every Day, CNN, Today, Saveur, USA Today and many more.
— 50+ industry members representing 85% of industry sales actively participating in campaigns.
— Connections with more than 10 million consumers via live social media events, online contests, hashtag campaigns and livestreaming how-tos.
— Garnering user generated content via sponsored content connected to weather- and breakfast-focused sites and news articles.
— More than 20 pit masters and influencers sharing their winter and breakfast videos, recipes and tips with followers.