BBQGUYS — BORN TO GRILL.
AROUND THE GRILL WITH THE MANNINGS.
Source strategized and implemented a new brand campaign for BBQGUYS, the largest e-commerce retailer for barbeque and outdoor living products. The brand’s mission was to heighten awareness and elevate perceptions that ultimately led to increased brand preference and sales. Our solution? Let’s celebrate backyard living and the way it enhances family life with the first family of football – the Mannings. We developed partnerships with Peyton, Eli, Archie and Cooper Manning, utilizing them in new TV spots, custom social content and digital media campaigns that showcased them as a normal American family who enjoyed outdoor living. The campaign was supported by an innovative media program to build reach and engagement and drive lower funnel impact, and included partnerships with food and lifestyle programming and unique product placements. Few families share the unique football history and accomplishments that the Mannings do, so it was only natural to play into this family dynamic to highlight how everyone enjoys grilling, even Super Bowl MVPs.
