kingsford
kingsford
Shining a light on the history of American barbeque and Black Americans’ contribution to it.
Consumer research, integrated media plan, led partnership with Vox and Complex, executional oversight of PR, social media content development, influencers and measurement reports. In year 2 of the program I also supported the planning and attended the fellowship event at Memphis in May where I served as Creative Director working with Vox on fellow storytelling videos.
American BBQ originated at the hands of Black pitmasters. But, like so much of African American history, it has been lost, forgotten or ignored. In 2020, when racial injustice was starting to dominate front page news, Kingsford wanted an authentic way to engage in the conversation and help those who rely on it most, barbecue enthusiasts, specifically Black barbeque restaurant owners and entrepreneurs.
The Preserve the Pit Fellowship was created with the purpose of supporting Black owned barbecue entrepreneurs with grants and mentoring from industry experts such as Kevin Bludso and Rashad Jones. To raise awareness, we drew on the expertise of historians and pitmasters to recount the central role that barbecue has played in American cuisine, as well as in Black life more broadly. Endorsements from leading Black influencers, media partnerships and earned media coverage followed and helped to spread the message further.
24% increase of media mentions and 62% increase in social mentions of Black barbecue.
203% increase in conversation around Kingsford across media and social.
Over 1,000 fellowship entries (we were expecting 100).
To date, 45+ Black barbecue entrepreneurs supported with grants and industry mentorship.
Cannes Lions International Festival of Creativity, Bronze PR Lion
PRWeek, Campaign of the Year
PRWeek, Best in Integration
PRWeek, Best in Product Brand Development