Battle of the Barbecues

Cuisinart wanted to build awareness of its Outdoors Propel+ and 2-in-1 Griddler/Broiler while encouraging people to visit the product pages. The activity needed to fit the brand’s Battle of the Barbecues campaign and appeal to audiences it described as Entertainers and Kitchenistas. Linqia used a cooking competition as the creative frame, giving creators a reason to show the products in use through recipes and friendly rivalry.

Linqia selected creators with grill skills and asked them to challenge a friend or family member to a personal Battle of the Barbecues. Their content featured dishes prepared with the Cuisinart outdoor cooking products. Organic posts were designed to entertain and build awareness, while paid amplification through creator allowlisting aimed to generate clicks from people who wanted to learn more. The source describes distinct roles for organic distribution and paid promotion within the same creator-led campaign.

The campaign connected product demonstrations to a competitive format, with recipes providing the substance of the content. Linqia reports 7.6M organic impressions, 78.7K paid clicks and a 3.4% paid click-through rate. The reported comparisons put each measure above its forecast or benchmark, but those comparisons come from Linqia’s own account. The public case study supports the creative approach and the reported media outcomes; it does not provide independent verification, sales results or purchase conversion data.