A Content Partnership with YETI
Backbone partnered with Bon Appétit to sponsor an episode of the “It’s Alive” series with Brad Leone, the test kitchen manager. YETI had one fully integrated episode and brought in Rodney Scott, a pit master in South Carolina and friend of YETI, to BBQ a full pig. The episode launched mid-day on May 21.
Backbone’s PR team built off the success of the YETI/Bon Appétit content partnership and partnered with Brad Leone in 2017 for the Camping Edition of his “It’s Alive” series, featuring authentically placed YETI product. With Brad’s charismatic personality, his highly engaging content and his reach within—and beyond—Bon Appétit’s audience, product integration made perfect sense for YETI’s PR efforts.