The biggest stunt ever?

Substance Over Stunt: The new era of marketing

Help not hype defines the path to engagement victory

In 2008 Johnsonville Sausage famously conducted the classic publicity stunt of outsized proportions, building a giant grill on north Michigan Avenue in Chicago, with plans to drop an equally giant brat (from a crane) on the grill to celebrate the official start of BBQ season. I saw it, my office was two blocks away. Does this qualify as different? Yes. Was it super-sized in hopes of adding drama? Yes. Was the intention to create the requisite “Buzz” in the media? Yes.

  • Pet lifestyle buffs
  • Outdoor adventure seekers
  • Health and wellness advocates
  • Exercise aficionados
  • Fashionistas

CEO of firm focused on helping brands understand, navigate and engage the consumer's growing passion for healthy living. Author, blogger, speaker. Home chef.