Kerry Foods is launching an integrated experiential campaign that emphasises all that is great about its’ Fire & Smoke range by engaging consumers with its unique smokehouse taste and “authentic Deep South experience”.

The Fire & Smoke #PITSTOP experience will bring to life the inspiration behind the brand, offering Millennials some Southern hospitality with mouth-watering food and Americana inspired fun.

Brought to life by Fire & Smoke brand ambassadors, visitors will have the chance to immerse themselves with friends in the laid-back space, filled with a variety of games, jukebox music and great food. Whilst they enjoy an array of delicious food, the scents of Fire & Smoke will continuously fill the air as the meats are cooked low ‘n’ slow in a smoker.

Lauren Innes, brand manager of Fire & Smoke, said: “We wanted to create an immersive and inviting space that connects our target audience with the roots of the Fire & Smoke brand; an area that brings to life the authentic taste of the product that is so deeply inspired by the Pitmaster Craft of the American Deep South.”

The #PITSTOP campaign will kick off at Taste of London (June 14-18 2017), as well as visiting a number of Tough Mudder events across the nation, the Monster Truck UK Nationals (Sunday August 20) and Boxpark (September 1-2). The campaign will be supported across Facebook and Instagram. 

Innes adds: “We spent a long time selecting our destinations to ensure visibility in the places that resonate with our millennial target audience. Being relevant is key, from the physical location through to the ways in which brands interact. Millennials, for example, often have a one click mentality; they are looking for instant gratification and shareable content, checking their phones up to 43 times a day (SDL 2017). We are tapping into these trends with the introduction of a social mechanic that will, in hand, help drive awareness, footfall and shareable content.

“People will have the opportunity to get an exclusive souvenir polaroid print with complimentary MONP coupons attached. This will be printed instantly with Insta-print when they share an image of themselves enjoying the Fire & Smoke experience on Instagram, with the hashtag #PITSTOPS.”