BRAND TERRITORY
MY ROLE
Team Lead
Background Research
Strategy
THE ASK
Create a brand territory for Grillo’s Pickles that captures the brand’s signature boldness, playfulness, and fresh energy.
THE CHALLENGE
How can Grillo’s Pickles, with its authentic and playful spirit that embraces internet humor, connect digital culture with real-life moments to create a meaningful experience to bring their online community together?
THE OPPORTUNITY
Camp Grillo's is a vibrant, playful space where adults can connect outside of an online space, unwind, and celebrate bold flavors together.
INSIGHT
Grillo’s Pickles has a passionate online fandom drawn to its bold flavors and quirky personality.
After not getting the job he wanted at Nike, Travis Grillo started selling pickles in 2008 from a humble cart in Boston, made using his family’s 100-year-old Italian recipe.
By 2013, his company was
making a million dollars a year
Grillo’s highlights natural ingredients with a playful, authentic tone, using humor and pop culture to connect with younger audiences making pickles local, creative, and accessible.
Fresh.
Playful.
Approachable.
The Audience:
Grillo Gremlins
Gen Z and Millennials, who spend a lot of time online, love bold flavors, meme culture, and playful, quirky brands. They see pickles as more than food-a way to express themselves and connect on social media like TikTok and Instagram.
The “pickle” hashtag has had more than 3.7 billion views
Gen Z’s love for pickles reflects a shift toward adventurous snacking and self-expression.
A-List celebrity Florence Pugh taking
the "Viral Pickle Challenge"
Pickle mukbangs and pickle
taste tests (Credit: Vikky ASMR)
Pickles and travel alike are going viral as Gen Z shares unique adventures online
Gen Z and Millennials are reshaping travel by seeking unique, authentic adventures they can showcase online. Gen Z travelers, in particular, are drawn to destinations that have gone viral on TikTok or are under-the-radar spots they can brag about.
From Pickles to Playgrounds, The Adult Summer Camp Comeback:
As a part of the travel trend, adults are turning to summer camps to unplug, have fun, and connect-enjoying carefree weekends without stress or planning.
Booso, Michelle, and Chloe Lob. "Why adults are heading off to summer camp." CNN Money, 18 July 2016, https://money.cnn.com/2016/07/18/technology/camp-rose-all-day-adult-summer-camp/index.html.
While young adults have spent years building digital identities and communities online,
research shows 95% now want to bring these connections into the physical world through in-person events.
SO, WE'RE DILL-IGHTED TO INTRODUCE:
What is Camp Grillo's?
Camp Grillo’s is an immersive adult camp by Grillo’s Pickles designed to captivate Gen Z and Millenials with playful, shareable moments centered around bold flavors and quirky branding.
**UNDER CONSTRUCTION**