is for Char-Broil
Did you know that Char-Broil invented the charcoal grill? I didn’t. Truth is, not many people do. That’s why the brand called on us to deliver a new campaign built around telling their story—from heritage to product features, innovations to breadth of selection. Research taught us that our target audience cherished the entire cookout experience. Our solution began with a new tagline: Live It Up. We also launched a digital and in-store campaign that told Char-Broil’s story by giving the products a voice. The ads touched on a wide variety of subject matter and drew our audience in with messaging that was connected to the sites each ad ran on. In-store signage helped seal the deal as the brand is now stealing valuable market share from Weber.
Browse 9 samples below. Click the image for an expanded view.