Kingsford is working on an overall strategy to extend the grilling season beyond the typical Memorial Day to Labor Day, and also continuing to build a relationship with Hispanics, who "over index in terms of consumption, particularly in LA," explained Nicholas Meyer, marketing manager for Kingsford.
Online, the company is using social media and blogger outreach to extend its messaging, and also targeted traditional Hispanic media outlets and local Los Angeles publications.
"The overall thematic is 'Can you take the heat?' so we're bringing some of the connotations of the grill and fire," Meyer explained. "With our product, we're really focused on Kingsford's performance as a product that lights easy and burns longer than other charcoals, so there are some components that speak to the long-lasting aspect of Kingsford."
Carole Louie, senior group manager in media for Kingsford's parent company Clorox, said Kingsford worked with ESPN Deportes on a smaller program in the fall, but when it looked toward the new grilling season, it wanted more ways to reach out to the Hispanic community.
"As we talked to them more about what our objectives were, they also came to us with the opportunity to work with the LA parks, doing a refurbishing project," Louie added.
On May 13, Kingsford helped refurbish the Hoover Recreation Center in the community of East Los Angeles, including installing new grills at the center, which will encourage the sale of charcoal.
Additionally, Kingsford will be integrated into various national talk shows on ESPN Deportes Radio, including daily trivia questions. It was also partner with TV personality Carolina Guillén for "Can You Take the Heat?" segments to air on ESPN Deportes and offer trivia questions through mobile outreach.
Kingsford worked with OMD Latino and OMD Entertainment on the partnership with ESPN Deportes, with support from Alma DDB, Current, and Axis Agency.