Meat&Poultry - July 2011 - 83

agency partners to develop a comprehensive plan that aligns with the brand’s goals for the summer grilling season,” Grabow says. Mueller says Johnsonville began planning for this summer last July. “The marketing plan is developed from a broad assessment of consumer and customer trends,” he says. “Most importantly, we work with our customers upfront in the process.” Monkiewicz says the Kayem marketing team had its first planning meeting this past May for the 2012 summer grilling season. The plan will be finalized in September after it’s discussed extensively in July and August. Setting a marketing plan is one thing, monitoring it is another. “We may set our plans in July and August for the following summer, but we’re continually tweaking them throughout the year,” Monkiewicz says. “We won’t place our fi nal media buy until March. That gives us a lot of time to adjust.”

create opportunities to further engage with every one of them,” Grabow says. Kayem and Johnsonville also use social media to market their summer products and conduct contests. Speaking of the latter, Kayem recently launched its biggest summer market-

ing promotion, its “Throw Out The First Pitch” contest. One lucky grand prize winner will be awarded the opportunity to throw out the fi rst pitch during the Boston Red Sox game at Fenway Park on Aug. 2. Other prizes include grill kits and Kayem products.

Social media
Processors are also utilizing social media as part of their summer grilling marketing efforts. “We launched the Grilling Days of Summer Sweepstakes on the Ball Park Franks Facebook page just in time for the kick-off of the season,” Grabow says. The sweepstakes ran from May 25 until June 15. Ball Park fans could submit a photo of a memorable outdoor summer grilling moment held with family and/or friends to be entered for the chance to win the Ultimate 4th of July Bash or be one of 10 winners to receive a Ball Park party pack with grilling essentials. In addition to taking part in the sweepstakes, people could also visit the Grilling Days of Summer tab on Facebook to view grilling videos and tips from Ball Park Chef Catherine De Orio. “It’s important that we implement programs that will not only resonate with the Ball Park consumer, but will

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Meat&Poultry - July 2011

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