Winner: Reynolds Consumer Products and Manning Selvage & Lee
Campaign: Grillaxation 2006
Reynolds Consumer Products wanted to bring Reynolds Wrap Foil out of the kitchens and into picnic baskets.
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.