MEMPHIS IN MAY CASE STUDY : AL FRUGONI

For centuries, Argentina has been home to some of the oldest open fire roasting cook methods in the Americas. Argentina born Pitmaster Alejo Frugoni, Al for short, needed a way to captivate a new revenue streams during the "Worlds Most Prestigious Barbecue Contest" - USA Today. The Frugoni Open Fire Team was vying for a Memphis in May BBQ Championship while simultaneously building  rapport with prospective clients at scale. 

Even as massive social media influencer with over 5 Million followers worldwide, Al did not have the innovative direct-to-consumer (D2C) techniques that allowed his creative team to test new and learn from in-person events. The goal for Dispatch Tree Marketing was to increase brand awareness and capture the best moments of the three day festival popup.

How did Al create buzz about his BBQ product line at Memphis in May?

SUMMARY
75,000 Attendees, 1,300 Booth Visitors, 200 New Followers, 72 Hour Production, 1 Huge Success

7 out 10 adults own a BBQ grill in the United States, and with millions of BBQ enthusiast looking constantly looking for the next thing to try at home, Dispatch Tree Marketing solved the engagement problem by crafting a customer experience through event support and production that were key to Al Frugoni's Open Fire Team journey.  In just three days time, the Al Frugoni Open Fire Team appeared on the Memphis television news several times to a market audience of over 700k television viewers, that's what we call news jacking or media value.  Streamlining the guest experience and deploying a strong engagement plan brought great satisfaction to the guest by creating opportunities matched with new flavors  gave them a Memphis in May memory they will not soon forget.  

Dispatch Tree Marketing played a key roll in brand ambassador strategy planning and executing for a superior guest experience.

Are your company activations and marketing popups ready for Dispatch Tree Marketing?

​Drop us your contact information or contact [email protected] to get a custom quote.
​