Marketing Communications

Winner: Reynolds Consumer Products and Manning Selvage & Lee

Campaign: Grillaxation 2006

The Mission:

Reynolds Consumer Products wanted to bring Reynolds Wrap Foil out of the kitchens and into picnic baskets.

The Strategy:

Enlisting Manning Selvage & Lee's help, Reynolds developed a public relations and marketing program that would increase three elements: trial of Reynolds Wrap Heavy Duty

Foil for packet cooking during the "grilling season" by distributing 1,200 "Grillaxation" kits; purchase of Reynolds Wrap Release Non-Stick Foil for grill lining by distributing

10,000 product copies; and brand awareness through 20 million media impressions in various publications.