Fresno’s first-ever National Garlic Festival & Food Expo

Going All Out for Garlic

Fresno’s first-ever National Garlic Festival & Food Expo

There are two types of people in the world—people who think there is no such thing as too much garlic and people who are wrong!

All jokes aside, we know everyone has their food preferences. But when JP Marketing took on the task of promoting Fresno’s first-ever National Garlic Festival & Food Expo, we discovered just how many locals (and JPeeps) were garlic lovers at heart.

And what’s not to love? In addition to being delicious, a staggering 77% of all garlic in the United States is grown in Fresno County, making it the Garlic Capital of the country and the perfect place to celebrate!

Garlic Lovers and Growers Unite

Our client, National Food Festivals, Inc., had postponed this event in 2020 due to pandemic restrictions. However, with in-person events finally returning in 2022, they were determined to make the National Garlic Festival & Food Expo one to remember. So, they enlisted our help to spread the word.

With no time to waste, the JP Marketing team developed video and radio spots, billboards, print, and digital ads showcasing all the event’s exciting offerings. Our team also generated buzz for the event by partnering with the Fresno Grizzlies to host a Garlic Night at Chukchansi Park. Our team gave away VIP tickets, facilitated on-field games, and coordinated a guest appearance from the Garlic Queen, Lauren Herring.

A Savory Success

Thousands of visitors descended on the Fresno Fairgrounds in May to attend the National Garlic Festival & Food Expo, enjoying food and drinks, entertainment, carnival rides, live cooking demonstrations, fireworks, and more! The event also hosted celebrities like Mario Lopez and celebrity chefs Martin Yan, and Rocco DiSpirito.

Despite being postponed for nearly two years, our marketing and PR efforts paid off. The three-day-long event was a fun and exciting celebration of garlic growers and lovers in the garlic capital. Ticket sales surpassed 30,000 attendees at the box office, and our client even had the opportunity to thank health care workers and first responders with free entry.

All in all, Fresno’s first-ever National Garlic Festival & Food Expo was a resounding success! Here at JP, we call that a win.

Angelica Hernandez, Copywriter/Producer