EMbuzz: Event Marketer Magazine

November 30, 2007

Guerrilla Marketing: Boar’s Head Hits Thanksgiving Day Parade
Targeting families, Boar’s Head took their brand to one of the biggest family events of the year—the Macy’s Thanksgiving Day Parade.

The program is part of its Brown Bag It campaign that encourages families to pack healthy lunches for their children. Using guerrilla tactics, Boar’s Head parked branded trucks along the parade route. At dawn, teams of 10 set up at five different locations blowing up branded Boar’s Head helium balloons. They started distributing the balloons at 6 a.m. In addition to the 10,000 balloons, they handed out 1,000 cooler bags made to look like the traditional brown paper bag.

“If our target is families, being involved in the largest family day event is an appropriate venue for us,” Nina Altschiller, vp-marketing, Boar’s Head Provisions, told Buzz. “Thanksgiving is quintessentially America’s day for family.” Agency: Elite Marketing Group, New Hyde Park, NY.