Brand / Retail Campaign
Brand TV, print, digital, social
We created a campaign that celebrates that which makes Kingsford different—from the product benefits to the grit, smoke, and primal fire that comes from charcoal grilling.
On YouTube, we found a way to connect with users in a customized way. We created dozens of preroll videos that would be served up based on the user’s search terms. Here’s just a few examples.
We partnered with MLB to create a digital activation encouraging families to pass along grilling and baseball to the next generation. This activation allows users to upload video of them grilling and playing baseball in their backyards, and we provide color commentary from one of several hall-of-fame baseball announcers.