How Oscar Mayer is fostering community during COVID-19

The company has created a campaign to encourage “front yard cookouts,” tying in social media to bring people together amid social distancing and isolation—and to feed families in need.

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How are you creating community and interaction for your external audiences during the COVID-19 pandemic?

Audiences are craving the ability to gather and interact, and organizations that can capitalize on those longings will stay prominent in the cultural conversation. At least, that’s the hope for brands such as Oscar Mayer that are seeking new ways to engage fans.

The food product company has created the “Front Yard Cookout” campaign to unite people safely in real life and help to drive content online. Plus, there’s a philanthropic component.

Jess Vultaggio, head of marketing for Oscar Mayer, explains: “We’re all doing our best to practice social distancing right now. But we know some people may struggle with maintaining that practice as the weather heats up—and the call of the grill, that time-honored tradition of hosting a cookout, gets louder. Oscar Mayer recognized an opportunity to show our fans how they can still safely enjoy an outdoor cookout ‘with’ their neighbors.”

A central element of the campaign will be a financial gift to help feed Americans in need; it also ties into social media participation.

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