The Food Network ‘Road Grill’ Activation Campaign

Challenge
In a sea of cooking shows, how do you launch a cooking show that celebrates one of Canada’s favourite summer past-times – the BBQ? Featuring one of Canada’s most successful football stars traveling across the country to serve up delicious BBQ dishes, The Food Network wanted to create an event in downtown Toronto that would create buzz and entice a diverse base of viewers to tune in.

Solution
Leveraging the athletic success of the host, Matt Dunnigan and the inherent linkage between football and tailgate BBQs, we set out to hold a massive Tailgate BBQ in downtown Toronto.

We were successful in securing the outdoor concourse at Union Station where over 160,000 commuters enter the downtown core by the TTC and GO transit. In order to create the spectacle of a tailgate party, we dropped a large football field complete with yardage lines and Food Network branding at centre field. BBQ stations were set-up where a featured recipe from the show would be served to downtown pedestrians and commuters during the lunch time rush hour. Complete with free inflatable football games, Argonaut cheerleader performances, a Q107 live remote, music, promotional staff dressed as cheerleaders and Matt Dunnigan hosting the festivities, the tailgate party created an enormous spectacle downtown.

Results
Over the course of 2 hours, we were able to deliver the following results:

• Over 4500 BBQ lunches served
• Over 2000 Road Grill Books distributed
• Over 2500 branded Footballs distributed
• Radio and Print event coverage

The client was happy and over 4500 Torontonians enjoyed a delicious BBQ lunch on The Food Network.

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