Attendance at National Fiery Foods & Barbecue Show Heats Up With Targeted Media Relations Campaign

Challenge: The National Fiery Foods & Barbecue Show (FFS) is the largest and most visited show about spicy foods and barbecue in the world. Attended by an average of 15,000 guests each year, the show features over 200 exhibitor booths filled with more than 1,000 different products. The 24th Annual FFS took place March 2-4, 2012 in Albuquerque. The Garrity Group (TGG) is responsible for all media relations for the show, including traditional and online media.

Solution: The backbone of the Fiery Foods Show centers on the public’s growing fascination with shockingly spicy foods. True devotees are known as “chileheads” within the industry. By focusing on media outlets catering to this demographic, our team developed a target media relations approach that leveraged an existing base while building interest among the general public.

Results: The Garrity Group generated more than three million media impressions in print, broadcast and online media, including more than nearly 40 unique TV stories and interviews with NBC, ABC, Fox and CBS channels. Our team’s targeted approach to media relations helped the Fiery Foods Show achieve an attendance increase of 3,500 guests from the previous year.