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.
The Execution:
MS&L developed a call-to-action for consumers to wrap--create packets of vegetables and potatoes in Reynolds Wrap Heavy Duty Foil so the meal could be cooked on a grill;
relax--using foil when you grill means no clean-up; and release--line grill grates with Reynolds Wrap Release Non-Stick Foil to prevent food from falling through the grates.
Grill And Relax:
To help consumers partake in "Grillaxation," MS&L:
- Launched a Web site (
http://www.grillaxation.com) as a grilling resource featuring recipes, tips and ideas;
- Mailed Grillaxation kits to media contacts around the country;
- Executed outreach in five cities over Memorial Day weekend;
- Coordinated a media tour with Rob Rainford, host of Discovery Channel's "License to Grill" around the Memorial Day weekend; and,
- Spearheaded a radio promotion, which aired more than 1,000 times and awarded 230 Grillaxation prize packs to listers.
Mission Accomplished:
The cost-per-media impression was less than one cent.
The program generated 32,164,744 media impressions, with 77,585 unique visitors
to http://www.grillaxation.com. Also,
there were 53,187 "Grillaxation" kit requests and 17,060 product coupons distributed.
Encore, Encore:
The program resumed in 2007 with a much bigger size and scope. PRN