Familiar Creatures

Hot Tomato Summer

Duke's launches weeklong event to support Richmond restaurants & celebrate tomato season.


Our Goal: Own  Tomato SZN.


Mayo and tomatoes share a rich history and tradition in the South, where tomatoes have long been a focal point of southern gardens. And we wanted to help Duke’s own tomato season, which reaches its peak in the Summer months. So we launched Hot Tomato Summer—a weeklong celebration of this iconic food duo that also supported Richmond restaurants during their recovery from the pandemic. 

We teamed up with 13 Richmond restaurants to create custom seasonal dishes that paired Duke’s and tomatoes in unique and creative ways. After handling visual identity for the event, restaurant outreach, and social strategy, we got to work on promotion.

The goal was to create awareness and increase business for both Duke’s and our restaurant partners, so we targeted reporters in Richmond's food and beverage and event space. Landing placement in Richmond BizSense, CBS6, RVA Hub, and Richmond Mag. 

Then, we teamed up with a pair of local food bloggers to help drive buzz during the event. We pitted these well-known personalities against each other to see who could eat the most Hot Tomato Summer dishes in one week. And Duke’s fans were encouraged to participate and follow along on social, competing for the chance to win prize packs through a hashtag competition.  

The event was a huge success. Tons of restaurants in Richmond and other cities reached out wanting to participate in Hot Tomato Summer 2.0, which we planned for the Summer of 2022. That event added even more restaurants in Richmond, and an additional city in Greenville, South Carolina. We hope to continue to expand the event to different cities throughout the Southeast each Summer. 


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