Kingsford charcoal is partnering with the Zac Brown Band on ZBB's summer tour, sponsoring pre-show events, "eat and greets" featuring Brown's recipes, and a sweepstakes where fans can win a chance to eat with the band.
This will be Kingsford's fourth summer out on the road with country artists, including partnerships with Tim McGraw, two summers with Keith Urban, (and Kingsford will again be with Urban as well as KC Masterpiece this summer giving away tickets to shows through the KC Masterpiece Facebook page) and now this summer with Zac Brown Band.
The Kingsford deal is a nice fit with Zac Brown Band and its bandleader Zac Brown, known for his affinity for Southern cuisine and his branding efforts in the space with a line of Southern Ground gourmet products.
The pre-show events will offer Brown's Southern recipes, prepared by Southern Ground Executive Chef, Rusty Hamlin using fresh local ingredients.
Prior to select shows, fans will have the opportunity to attend the Southern Ground Supper Club, sampling dishes while enjoying intimate performances from artists signed to Brown's label, Southern Ground Artists, Inc. Supper Club passes will be available to the general public for purchase and via Kingsford radio giveaways. Some fans will have the opportunity to interact and dine with Zac Brown Band members by entering at http://www.facebook.com/kingsfordcharcoal starting May 16.
"We partnered with Zac Brown Band because they're as passionate about bringing people together as we are, and great food and great music do just that," Drew McGowan, director of sponsorships for the Clorox Company, parent of the Kingsford brand, tells Billboard.biz. "We all know that this summer people will be choosing how to spend their money very carefully, and we're hoping that this collaboration will bring a ton of value to the fans and give concert goers a better experience. They'll get to enjoy amazing food prepared by Southern Ground Executive Chef Rusty Hamlin, using local ingredients charcoal-grilled to perfection, all while interacting with artists from the label or the band themselves."
The first show that will join ZBB and Kingsford will be tomorrow at Smokies Stadium in Sevierville, Tenn., with an Eat and Greet. The first Southern Ground Supper Club with Kingsford will be at Nationwide Arena in Columbus, Ohio, on May 26.
From a deal perspective, the Kingsford/ZBB partnership was brokered by McGowan and Nick Meyer, marketing manager Kingsford with Kingsford; Laura Hutfless, sponsorships agent with CAA; Bernie Cahill, partner in ROAR, ZBB's management company; Andre Gaccetta, VP with George P. Johnson Entertainment Marketing, which will handle on-site activation; and Laura Burch, VP with Current, which is handling PR and social media.