Reynolds Wrap wants to be the go-to foil for summer grilling and is using the season to kick off its first ever sweepstakes.
The first-ever Reynolds Wrap Wild West Steak-cation calls on consumers to share their grilling in foil photos for the chance to win a free vacation to Yellowstone, Montana where they can practice their open fire grilling skills.
“Our intention with the Reynolds Wrap Wild West Steak-cation is to own the summer grilling period and appeal to younger cooks in the country,” said Emanuel De Luca, senior brand manager, Reynolds Wrap. “This year, we’re celebrating the summer grilling season where it all started – the Wild West! We’re sending one lucky grilling enthusiast and a plus one on an all-expenses-paid, steak-cation experience to embrace the cowboy/cowgirl lifestyle to perfect their grill skills (while using Reynolds Wrap Heavy Duty Foil of course).”
“The proliferation of Wild West in pop culture is everywhere – from television to movies and now food. We felt it was the perfect time to invite our fans to partake in this type of truly immersive Western experience, while enjoying some of the best steak in the greater Yellowstone region,” he added.
The campaign is aimed at young millennials to promote Reynolds Wrap to this generation of grillers. “We’re seeking a U.S.-based grilling enthusiast (21+) who wants to wrap up their summer with an epic adventure. We’re spreading the word across online and social media, and partnered with three great content creators (Grill Nation) who share our excitement for the program to amplify to their audiences,” added De Luca.
The brand chose the sweepstakes as a way to inspire the use of its foil products during the summer months. The prizes include the free trip, as well a custom meat subscription membership and free Reynolds Wrap foil.
“We’re here to help inspire grill lovers in their backyard and beyond,” said De Luca. “Summer is a huge grilling moment, and Reynolds Wrap helps consumers with prep, cooking and clean-up. The Reynolds Wrap Wild West Steak-cation is a great example of how we want our fans to use Reynolds Wrap on the grill while also enjoying all it has to offer, through a Wild West adventure of a lifetime. With this activation, we’re staying top of mind with young consumers who love to travel and are drawn to unique experiential marketing.”
