In 2010, the Rotary Club of Burlington Lakeshore commissioned Greening Marketing to develop a campaign that informed and enticed people to visit Canada’s Largest Ribfest. Greening enlisted the services of John Ellison, writer and original singer of the 1967 classic song “Some Kind of Wonderful,” to leverage the song’s popularity and provide a unique entertainment aspect to the event. The song was licensed to use in the festival’s marketing strategy, and “The Canada’s Largest Ribfest Some Kind of Wonderful 15th Anniversary Celebration” was born.

The result of Greening’s efforts was a comprehensive marketing campaign that included television, radio, print, online, social media and free press components. More than 130 million media impressions and 150,000 lbs. of ribs later, and Greening chalks up another successful campaign in the win column. Greening also helped organizers secure the “Best Greening of a Festival” award from Festivals and Events Ontario, in recognition of the event’s environmental mandates.

To see the campaign in detail, please browse through the below links. If you’re interested in utilizing the services of Greening Marketing or John Ellison, please visit our contact information.