Fire & Smoke uses social media to drive awareness

Kerry Foods is heavily targeting Millennials via social media and outdoor events as part of a nationwide road show for its Fire & Smoke branded cooked meats, bacon and snack pots. 

The campaign will tap into the brand’s ‘Americana’ and ‘Deep South’ influences to appeal to the Millennial generation (people in their twenties and early thirties). It has been engaging with consumers through a #PITSTOPS experience at Taste of London (14-18 June) and will visit a number of Tough Mudder events, the Monster Truck UK Nationals, and Boxpark in Shoreditch. Visitors will be able to learn about the brand in a space filled with games, jukebox music and ‘low ’n’ slow’ cooked meat. The events will be supported through social media activities across Facebook and Instagram.

“We wanted to create an immersive and inviting space that connects our target audience with the roots of the Fire & Smoke brand; an area that brings to life the authentic taste of the product that is so deeply inspired by the pitmaster craft of the American Deep South,” commented Lauren Innes, brand manager of Fire & Smoke.

She explained that the business put a lot of thought into picking destinations that would target the Millennial audience. “Being relevant is key, from the physical location through to the ways in which brands interact. Millennials, for example, often have a one click mentality. They are looking for instant gratification and shareable content, checking their phones up to 43 times a day [SDL 2017]. We are tapping into these trends with the introduction of a social mechanic that will, in hand, help drive awareness, footfall and shareable content.

“People will have the opportunity to get an exclusive souvenir Polaroid print with complimentary MONP coupons attached. This will be printed instantly with Insta-print when they share an image of themselves enjoying the Fire & Smoke experience on Instagram, with the hashtag #PITSTOPS.”

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