OBJECTIVE: PAM Cooking Spray needed to increase the awareness and sales of new PAM for Grilling.

Despite budget restrictions, we delivered a national promotional campaign that incorporated print, digital, radio, and event marketing. Consumers were directed to the PAM website to explain why they were the best griller in America, then semi-finalists competed in regional events for prizes. Ten finalists competed in New York City for the title of America's Most PAM-azing Griller and a Grand Prize. Promotion led to the entire PAM line doubling sales during the promotional period.