Kingsford - “Grillax, Bro”
The challenge: engage Kingsford’s core audience (males 25-49) on a new level, in a way that invites grilling novices into the fold. We made a playful campaign - part humor, part philosophy - centered around the idea of self care and relaxation, and how grilling can be a zen-like state.
CW: Maggie Williams | AD: Jack Barnet
Radio :60
Transcript: We take grilling seriously. The rest of life? Not so much. When that yahoo is camping in the passing lane at 55, you may want to put on cruise control, stand on your center console, and scream four letter words out your sunroof at him until he moves over and apologizes, cowering in defeat as you zoom by him on the left and all the other drivers clap their hands. But do you do that? No, because you have a barbecue waiting in your backyard whether you arrive at 5:35 or 5:37. Instead you blast some Meatloaf and dream of steaks, because Kingsford starts fast and burns slow just like Bat out of Hell. Don’t road rage, keep it grill. It’s not rush hour, it’s paradise by the dashboard light. Kingsford charcoal: grillax, bro.
Transcript: At Kingsford, we take grilling seriously. The rest of life? Not so much. When you hosted your one year old’s birthday party wearing expensive linen trousers because you wanted to be the neighborhood’s best dressed dad, you must have forgotten that holding a baby is like handling a time bomb. No offense, but that was a dumb wardrobe choice. When junior’s first hot dog erupted from both ends right onto your lap, a lesser man might have sulked in dad fail shame all day. But not you. In fact, as you stripped into your boxers and tossed that $300 baby wipe in the dumpster, you smiled. What’s your secret, bro? It’s simple: you got to spend a day igniting the Kingsford and feeding your friends. Plus their disgusting little kids. Who you love. Kingsford charcoal: grillax, bro.
Transcript: At Kingsford, we take grilling seriously. The rest of life? Not so much. When you’re on a river rafting excursion, but you misjudged the exit to the bank and you get stranded in a quicksand bog, you might want to panic, and thrash around like a guy getting eaten by an alligator. But you know that would be a rookie mistake, and besides, that’s not you. Despite that sinking feeling, because yeah, you’re sinking, you haven’t got a care in the world. Why? Because you learned patience, grilling Kansas City style ribs over Kingsford natural charcoal at 225. So hike up those waders, take it slow, and when you get back on solid ground, fire up the barbecue and tell all your friends you were just charting new territory. Kingsford charcoal: grillax, bro.