Kerry Foods embarks on Fire & Smoke #PITSTOP roadshow

Kerry Foods has embarked on a roadshow to build on the success of the Fire & Smoke brand.

Featuring a variety of games, jukebox music and great food, the #PITSTOP campaign kicked off at Taste of London (14-18 June), and will visit Tough Mudder events in Yorkshire, Cheshire and Faygate, the Monster Truck UK Nationals and Boxpark in Shoreditch. The campaign will be supported with activity on Facebook and Instagram. Exclusive tool Insta-print will also be live at the events, allowing visitors to engage across several digital platforms.

Lauren Innes, brand manager of Fire & Smoke, comments: “We wanted to create an immersive and inviting space that connects our target audience with the roots of the Fire & Smoke brand, an area that brings to life the authentic taste of the product that is so deeply inspired by the Pitmaster Craft of the American Deep South.”

She adds: “We spent a long time selecting our destinations to ensure visibility in the places that resonate with our millennial target audience.”

The Fire & Smoke range includes cooked meats, bacon and snack pots, which come in a 50g format ideal for the on-the-go channel as they can be a grab-and-go option or incorporated into a meal deal.