MAZOLA TURKEY FRYING WITH RYAN NEWMAN & CHEF MANNY
For the 2019 Thanksgiving, we had the goal of converting peanut oil users to Mazola Corn Oil. We leveraged Chef Manny's cooking and fire-safety knowledge to teach people not only the taste benefits of frying but the how-tos as well.
We teamed up with NASCAR racer Ryan Newman and Chef (also firefighter) Manny, of Food Network fame, to tell a deeper story of why you need Mazola for the best tasting fried turkey.
As part of the partnership with Ryan Newman we were able to offer a sweepstakes for a day at the sponsored Nascar race.
KEY VISUAL
Consumers expect the best performance from their cooking oil when they’re frying up their Thanksgiving turkey, just as stock car driver Ryan Newman expects nothing but the best on the race track.
That’s why Ryan always uses heart-healthy Mazola corn oil. With a higher smoke point and better value than peanut oil, it's easy to experience First Place Turkey Frying with Mazola.
IN-STORE ACTIVATION
In-store shelf talker: FRONT
In-store shelf talker: BACK
DIGITAL | GRILLING CONSUMER PROMOTION
3-day/2-night trip for two to Phoenix, AZ from November 9, 2019 through November 11, 2019 for the big race in Phoenix.
Trip includes round trip transportation (specific transportation in Sponsor’s sole discretion) to Phoenix, AZ, two nights’ hotel accommodations (based on double occupancy), three day mid-size rental car (if applicable), two (2) tickets to the big race in Phoenix on November 10, 2019 and two tickets in the No. 6 pit box during the race, including a Meet-and-Greet opportunity.
Trip includes round trip transportation (specific transportation in Sponsor’s sole discretion) to Phoenix, AZ, two nights’ hotel accommodations (based on double occupancy), three day mid-size rental car (if applicable), two (2) tickets to the big race in Phoenix on November 10, 2019 and two tickets in the No. 6 pit box during the race, including a Meet-and-Greet opportunity.
SOCIAL
MICROSITE
with Sweepstakes Rules
with Sweepstakes Rules
SWEEPSTAKES MICROSITE LANDING
SWEEPSTAKES MICROSITE
OUTCOME
Number of entries: 392
As the main goal of the campaign was sweepstakes entries, the campaign yielded an overall 29% engagement rate, inclusive of all post engagements (clicks, shares, likes, video views, comments).
Impressions Delivered: 4,030,785
LINK CLICKS: 126
ENGAGMENTS: 237,784
SAMPLING EVENT: FOOD TRUCK ACTIVATION
15 parking lot events at priority Food Lion and Walmart stores featuring our Fried Turkey.
EVENT DATES: 11/7–11/24
NUMBER OF SAMPLES: 17,549
ESTIMATED NUMBER OF CONSUMERS: 20,486
Font of Truck Render
Open Window Render
Flat Side of Truck Render
Back of Truck Render
OUTCOME
NUMBER OF SAMPLES: 17,549
ESTIMATED NUMBER OF CONSUMERS: 20,486
Agency: Upshot
Creative Director: Kenny Friedman
Senior Art Director: Hannah Lesko
Jr. Art Director: Madison Asher
Copywriter: Danny Furry
Creative Director: Kenny Friedman
Senior Art Director: Hannah Lesko
Jr. Art Director: Madison Asher
Copywriter: Danny Furry
