Objective
Translate food experience into a grill brand
Approach
The Char-Broil brand was getting their butt kicked by Weber. They went looking for an agency that could challenge the industry leader and be creative with major big-box retailers. Using our restaurant and food experience, we developed positioning and a plan to differentiate the brand as the serious choice for outdoor foodies, beating 3 other agencies to win.
Results
Without a pitch, we developed a new campaign platform, POP, media plan, website, content, loyalty club, extensive ties with Foodie shows, magazines, and websites. We were off to a great start when the CMO got fired, the CEO left, and the new CEO decided to put all the marketing budget toward buying floor space. Ouch!