Orchidea.Digital

Meat & Fire x Orchidea

Fueling the Flame: How Orchidea Turned a BBQ Festival Into a Year-Round Social Movement

The Challenge:

Make It More Than a Weekend

Meat & Fire is Spain’s leading modern BBQ and live-fire cooking festival—a three-day celebration of smoke, flavor, and firepower. But in 2024, the organizers had bigger ambitions:

Grow Instagram engagement and visibility beyond event week
Attract new audiences, partners, and sponsors through content
Build a year-round digital community
Position the festival as a cultural staple for BBQ lovers across Europe

That’s when Orchidea stepped in—to turn smoke into social momentum.

The Objectives

Launch a sustainable influencer marketing system for chefs and creators
Build pre-event hype with an Instagram-first campaign
Drive ticket clicks, story engagement, and UGC around the brand
Reposition Meat & Fire as a lifestyle and culinary platform—not just a single event

The Strategy

We developed a phased social campaign anchored in creators, countdowns, and community.

Phase 1: The Influencer Ambassador Build

We identified and onboarded a network of 60+ creators: pitmasters, cheffluencers, BBQ hobbyists, and regional food pages across Spain and Portugal.

🔥 Each was equipped with a content brief, branded assets, and discount codes

📸 Reels, behind-the-scenes, and ticket plugs were staggered for optimal pacing

🍖 Spotlighted their personalities via feed takeovers, chef Q&As, and features

Phase 2: Countdown & Content Cadence

We launched a 5-week Instagram build-up designed to ramp visibility:

Carousel teasers: “Who’s Firing the Grill This Year?”
UGC recaps from last year’s highlights
Chef announcements and “fire facts” story quizzes
Branded giveaways with influencer partners

All content was plotted via an Instagram calendar we owned end-to-end.

Creative Highlights

🔥 “Meet the Pitmaster” weekly story templates
🍔 Reels from previous festivals with lo-fi edits + trending music
🟡 Branded countdown graphics: “28 Days ‘Til Fire Drops”
🧤 Chef toolkits: videos unboxing grills, knives, and rubs
📣 Community polls: “What dish are you craving this year?”

The Impact

Orchidea helped Meat & Fire become more than an event—it became a movement. By combining chef personality, strategic pacing, and a content engine built for community, we gave fire a voice year-round.

What started as a BBQ festival became a digital lifestyle brand—where the grills may cool, but the feed never does.

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