BENTONVILLE, AR: Sam's Club is conducting a grilling challenge and outreach campaign to engage bloggers and consumers this spring.
The retailer created the “Will it Grill?” effort to “break through the noise” of competitors during the spring season, said Carrie Foster, senior PR manager for the company.
“Everyone wants to talk about spring and outdoor entertaining, so we thought about the [food products] at Sam's Club that we can grill that people don't think of all the time,” she explained.
The company reached out to “popular bloggers and interesting foodies” to challenge them to take some alternate items to the grill, said Foster. Sam's Club create a 90-second video of Josh Bousel from the online food community Serious Eats grilling avocados, waffles, crab legs, and other nontraditional grill items. Sam's Club posted the video on its Facebook page and YouTube, and it has tweeted about it.
Foster added that Sam's Club is working with a mix of new bloggers and those it has worked with in the past on the campaign. It has also asked consumers to submit their own ideas.
“We try not to use the same bloggers every time because we really want to have transparency with that world,” she said. “At the same time, we look for bloggers who are Sam's Club members.”
Sam's Club sent bloggers from websites such as Created by Diane and Our Ordinary Life grills from the company catalog to give to a follower who participated in the challenge. Foster said the giveaway will help the bloggers and Sam's Club “continue the conversation” and “get more people involved” with the initiative. The challenge will continue with for another 10 days with most of the bloggers.
Cohn & Wolfe, Sam's Club's PR agency, helped the company with outreach and research, said Foster.