As part of our work to help Fletcher’s launch its new line of smoked sausages, H+K Strategies secured Chef Rodney Bowers, host of The Delinquent Gourmet on The Food Network, as a spokesperson. Rodney developed four unique recipes using Fletcher’s Smoked Sausages and demonstrated grilling techniques to media.

We developed a microsite and asked Canadians to abandon burgers and stand up for sausage! We complemented our program with a contest to win a BBQ, grilling lesson with Chef Rodney and enough Fletcher’s Smoked Sausages for a backyard BBQ party.

We reached the target market on multiple levels, including driving thousands of unique visitors to the microsite – 100 per cent of which was generated by PR and marketing. There was a huge spike in traffic mid-campaign thanks to on-pack stickers and our media relations efforts. The contest received nearly 4,400 entries and the program earned 32 media hits with more than 13.5 million media impressions.

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