Grillin’ Goodness

In-Store Activation & Integrated Marketing Campaign

THR33FOLD partners with Turbana and Weber Grills to bring interactive grilling experiences to North Eastern ShopRite shoppers. The socially conscious plantain provider and iconic grilling brand launched an omni-channel campaign that raised awareness for New Jersey’s Learning Through Gardening Program, which brings elementary schools valuable cross-curricular lessons in an outdoor garden classroom.

The initiative was promoted through on the ground activations at six ShopRite markets and in-store promotions at 378 locations. Grilling and gardening tents were set up at select ShopRite stores where local chefs demonstrated how to grill Turbana plantains using sweet and savory summer recipes. ShopRite shoppers were able to experience Weber Grill masters at work, sample healthy grilled plantains and interact with Learning Through Gardening in order to experience the benefit to local schools.

Word of the initiative spread through social and earned media. A Twitter party, hosted by seven nationally recognized food bloggers and a social media campaign reached over 7 million people within a few weeks time. In order to increase ShopRite’s plantain sales, an in-store contest was added to the mix. Shoppers that purchased plantains during the initiative were entered to win a Weber Grill, just in time for football season. Through local media outreach and partnerships with bloggers the initiative garnered 5.9 million earned media impressions surrounding “Grillin’ Goodness.”

In the end, ShopRite saw its plantain sales soar during the initiative, Learning Through Gardening gained enormous exposure and the entire effort garnered 13 million organic impressions between PR and social media. *All food, utensils and serving plates were fully composted. *All garnered media was digital.

Integrated Across 8 Channels
million social media impressions
Percent Increase in website traffic