BBQ JAM — FOOD, MUSIC & BRAND EXPERIENCE

THE PROJECT

When food and music started to jam

Skopje had food. Skopje had music. In 2019, we made them jam. We created BBQ JAM as an owned event with DJ Goce and DJ Chvare at MKC Park, drawing 4,500+ people and selling more than 1.5 tons of beer. From concept and branding to packaging, promotion and the full visual world, the event proved food and music could work as one city format rather than two programmes sharing a venue.

THE APPROACH

A complete event format, not a shared venue

We developed BBQ JAM as a complete event format and owned project. The name, identity, packaging, visual direction and promotion established the world around it. DJ Goce and DJ Chvare led music and performer programming, while food performers and sponsors were developed collaboratively. The aim was not to place a food zone beside a music stage, but to make movement between food, acts, games and sponsor moments the event itself. Sponsor integration followed the same logic. Smirnoff, Skopsko and Red Bull were included through activations designed to belong inside the event, rather than treated as separate advertising inventory.

WHAT WE DID

We created the concept, name, brand identity, packaging, visual system, promotional campaign and overall event production framework. DJ Goce and DJ Chvare handled music and performers; food performers and sponsors were coordinated jointly. Activations included Smirnoff, Skopsko and Red Bull.

THE OUTCOME

More than 4,500 people attended BBQ JAM at MKC Park and over 1.5 tons of beer were sold. Beyond the numbers, the event helped establish the food and music format as a credible large-scale city experience in Skopje. Plans for future editions stopped when COVID disrupted live events.