Challenge

Grillo’s Pickles set out to drivebrand awareness and consumer engagement during the peak summer season—acritical period for chilled food brands. The objective was to:

•Cut through the noise in fivecompetitive urban markets.

•Build top-of-mind awareness anddrive organic buzz through clever, consumer-facing moments.

•Create a standout experience thatfelt playful, disruptive, and uniquely Grillo’s.

Solution

We launched a bold, multi-marketOOH campaign that blended premium placements with disruptive, on-the-groundinteraction-meeting people where they lived, commuted, and played.

•Multi-market strategy: Deployed across Boston, Chicago, LosAngeles, Orlando, and Philadelphia, the campaign leveraged a rich mix offormats, to maximize reach and street-level resonance.

•Hero activation at Wrigleyville: At the heart of the campaign was amobile, interactive activation outside Chicago’s Wrigleyville. Oversizedmirrors featuring the cheeky message “YOU LOOK LIKE YOU NEED A PICKLE” invitedfans to snap selfies, turning static media into a real-time experience.

•Built-in shareability: The activation generated organictraction across social platforms, with dozens of user-generated posts, selfies,and story shares, extending the campaign’s life beyond the streets.

Results

The campaign deliveredhigh-impact visibility, strong engagement, and cultural resonance:

•45x frequency achieved across allmedia placements

•High Attention Score recorded viabillups attention dashboard.

•Campaign KPIs exceeded acrossbrand awareness, engagement, and visibility metrics.

By pairing creative media with astreet-level moment fans could participate in, Grillo’s Pickles delivered asummer campaign that was as crunchy, cool, and memorable as the product itself.

‍

‍