beverages

Big Red Cooks Up Sales Via BBQ Promo, Weber Sponsorship

Big Red soda reports impressive results from a regional shopper marketing partnership with Weber grills and Kroger stores last summer. 

The program was tied into Big Red’s national “100 Days of BBQ” marketing campaign, which featured instant-win prizes (using under-the-cap and other packaging codes) and a grand prize of a trip for four on a three-day tour of famed BBQ joints. 

As part of that broader promotion, Big Red became the first beverage brand to sponsor Weber Mobile Grill Academy classes.

Big Red sponsored more 25-plus “5 Steps to Burger Brilliance” classes in the region’s Kroger stores, teaching participants grilling basics and how to make unique meat and vegetarian recipes using the soda. 

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The shopper marketing program, which was executed by Big Red, Weber and Kroger teams, was supported with Big Red and Weber in-store promotional displays. 

Results: In participating stores, Big Red saw a 15.7% increase in dollar sales (on a 20% unit increase), handily beating the program’s 10% goal, reports a Big Red representative. 

The shopper marketing campaign contributed to Big Red’s outpacing the sales performance of the carbonated soft drinks (CSD) category as a whole in Louisville last year, according to the brand.

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