Get Grilling, Ohio

Public Relations Campaign for Ohio Soybean Council

The Challenge:

In an effort to create a positive connection between consumer demand for meat, specifically during the summer grilling months, and animal agriculture, and, in turn, an increase in soybean consumption, the Ohio Soybean Council enlisted the services of the Shift•ology team to plan and implement a PR campaign around the theme “Get Grilling, Ohio.”

The Shift:

Using results from a survey of consumers in Northwest Ohio to develop the “Get Grilling, Ohio,” a comprehensive PR plan was put into motion that included paid and unpaid media, digital strategy and coordination among Ohio’s commodity groups to create, promote and award the Ultimate Backyard BBQ prize package to one lucky winner.

The Win:

The Get Grilling, Ohio campaign reached 50,000+ Ohioans during the summer of 2015, resulting in 1,154 sweepstakes entries and one grand prize winner. The prize package was hand-delivered to the winner the week before Labor Day by a member of the Ohio Soybean Council board of directors, further enhancing the relationship between farmers and consumers. A revamped Get Grilling, Ohio campaign is in the works for the 2017 summer.