Challenge

‍Grillo’s Pickles set out to drive brand awareness and consumer engagement during the peak summer season—a critical period for chilled food brands.

The objective was to:

• Cut through the noise in five competitive urban markets.

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

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

Solution

We launched a bold, multi-market OOH campaign that blended premium placements with disruptive, on-the-ground interaction—meeting people where they lived, commuted, and played.

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

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

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

Results

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

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• 45x frequency achieved across all media placements
• High Attention Score recorded via Billups attention dashboard
• Campaign KPIs exceeded across brand awareness, engagement, and visibility metrics

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

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