Sign that says 'Grill Outside the Lines' with Shady Brook Farms logo at the bottom.

SHADY BROOK FARMS®

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Heating up turkey sales with a sizzling campaign.

Shady Brook Farms turkey wanted to grow demand beyond the holidays.

Campaign

Digital

Strategy

Experiential

Video

INSIGHT
There are times of the year when people think about eating turkey — summertime grilling season isn’t one of them — but it can be!

IDEA
Grilling enthusiasts became the target of a Grill Outside the Lines campaign and contest tapping rebel grillers to generate unique recipes using SBF turkey, UGC, photos and more. 

 

The Grill Dads were our credible social influencer partners, offering how-tos, tasty tips and entertainment. Throughout the contest, the website helped make the brand a trusted guide for everyone who had an appetite for Grilling Outside the Lines.

RESULTS
Significant grilling season growth driven by our expanded audience. Consumers learned new techniques for grilling with turkey and had a blast doing it.

To give Shady Brook Farms turkey a place on the grill, we reached out to grilling enthusiasts with a taste for competition, getting attention and getting mouths watering.

The Grill Dads were the perfect partners and the heart of our influencer-driven campaign. We let them be themselves, challenging followers to achieve grilling greatness with turkey. 

Stylized text with caricatures of two men at the bottom, one with a beard and the other with a mustache.

9.1%

Brand lift

Black silhouette of a dog within a circle on a white background.

Triple digit engagement increase

A black and white line drawing illustration of a cat sitting on a crescent moon with stars in the background.

Double digit engagement increase

Grill Outside the Lines was all about user-generated content; our audience entered to win grill-related prizes by submitting Shady Brook Farms turkey recipes, grilling tips and more.

Everything came together on our campaign hub — videos, recipes, tips and techniques. It became a fantastic resource for grillers and increased engagement and sales for Shady Brook Farms.

Barbecue chicken sandwich with onion rings, pickle slices, and a side salad on a white tray.
Person wearing black gloves seasoning a large piece of raw meat on a wooden cutting board outdoors, with a hollandaise and a meat thermometer nearby.
Hot dogs topped with chopped onions and pickles, served on a black tray with lime wedges. Accompanied by a bowl of coleslaw, a small bowl of lime wedges, and a pitcher of red beverage, set on a striped cloth on a wooden outdoor table with green grass in the background.
People sharing a meal outdoors with plates of food and glasses of beer on a wooden table.
Barbecue pork ribs served on parchment paper with a sprig of cilantro, with a glass of beer and a cup of barbecue sauce in the background outdoors.
People grilling hamburger patties outdoors on a barbecue grill surrounded by trees in a park or backyard.
Chopped napa cabbage, sausages, onions, garlic, jalapeño peppers, lime, and spices on a wooden cutting board for cooking, with bottles and cans of beer nearby.
Person relaxing on a lawn chair with dog, holding a bottle, in backyard with grill, grass, trees, and fence.
Logo for Shady Brook Farms with the text 'Grill Outside the Lines' in gradient red, black, and yellow colors.
Packaged turkey breast, turkey sausages, and turkey patties from Shady Brook Farms.