Discovering Buick, one bite at a time
The Buick brand was transforming by the minute, and marketing efforts needed to follow suit. They were looking for a way to excite younger buyers, motivating them to experience the new vehicle lineup for themselves. Through a series of engaging culinary discoveries, we helped Buick tap into their target’s affinity for adventurous eating, inspiring them to rediscover the innovation behind the brand.
We partnered with Food & Wine magazine and American Express Publishing to present The Buick Discovery Tour at ten of the country’s top hotels. Guests were exposed to new recipes, cooking methods, ingredient pairings and technology within the culinary industry. The tour featured an exclusive series of cooking demonstrations from Food & Wine’s Best New Chefs, wine and spirits expert, Michael Green, pastry chefs Ben Roche and Hedy Goldsmith, and headlining chef, Michael Psilakis. Affinity partners included Kitchenaid, Olive Orchard, Lindt Chocolate, Molecule-R and Rodney Strong Wine.
A 10-city culinary whirlwind, The Buick Discovery Tour was born.
By providing guests with the opportunity to test drive the new vehicle lineup in concert with their affinity for unique food, we were able to significantly increase opinion and consideration among attendees, inspiring guests to take a second look at Buick. Overall, more than 12,000 test drives were completed during the tour and opinion and consideration for the brand were up significantly among attendees. And as a bonus, through Buick’s partnership with Feeding America, more than $25,000 was donated to local food banks.