Tecate® is welcoming summer with Carne Asada and Summer BBQ when the “Food First” beer drinking occasion brings consumers together for outdoor grilling and sharing good times. Adding heat to summer temperatures, Tecate® is offering consumers a chance to win a VIP Grilling Experience with Weber® at the Grilling Together Fest in San Antonio, Phoenix and Los Angeles. This May-August retail promotion engages beer drinkers in the summer grilling ritual and provides retailers with a sales and profit opportunity from shoppers looking to stock up on Tecate® to accompany traditional Carne Asada or other BBQ recipes.
“When it comes to hosting and grilling, Tecate® drinkers are serious about having fun,” says Juan Carlos Montes, National Program Manager, Tecate. “There’s no limit to what they’ll do to impress their friends, including digging up an old family recipe, firing up the grill, or putting a cold beer on the table. Beer drinkers know that nothing brings people together like Tecate® and a good meal.”
The integrated marketing program incorporates eye-catching, bi-lingual POS, display enhancements, digital and social media, new TV advertising that supports the Food First occasion, a partnership with Weber® grill and Kingsford® charcoal to drive cross-merchandising and IRC and MIR offers (where legal). Through a friendly competition, consumers can register their teams (2-7 people) at the Grilling Together Fest, showcase their special grilling recipes and be judged by Weber®’s Grill Masters. Our engagement will also give any consumers in the US the opportunity to win exclusive recipes and enter for a chance to win one of a 100 Tecate-Weber Grills on a weekly basis.
The multi-channel promotion, uniquely tailored to Grocery, Convenience, and Liquor, is designed to drive sales through trial, maximize brand awareness, recruit new consumers, and engage shoppers. Retailers can count on incremental sales and profits with compelling offers that put food and beer together all summer long. The versatile call to action on English and Spanish POS materials invites beer drinkers to “BBQ Together” or “Asada Together”, always with good friends and cold Tecate®.
