Char-Broil®, a division of W.C. Bradley Company based in Columbus, GA, and one of the most recognized and respected outdoor cooking brands in the world, has named SFW (formerly Sales Factory + Woodbine) as its marketing agency of record. SFW had been working with Char-Broil® on a project basis during 2014 and has served as agency of record for SABER® Grills, another Char-Broil® brand, since 2012.

“Char-Broil® is a great brand with a long and distinguished heritage. They essentially invented the modern gas grill and have led with product innovation ever since,” said SFW CEO Ged King. “Our plan is to work with their team to leverage these assets to make Char-Broil® the go-to brand for both experienced and novice grillers.” More Char-Broil® gas grills are distributed across the United States than any other brand. The company also sells its branded grills, parts and accessories in Canada, Latin America, Europe and Australia.

Char-Broil® plans to step up its brand and omnichannel marketing efforts under the leadership of Christine Robins, president and CEO, who joined the company in June, 2014. “We chose the agency that will help us win, pure and simple,” Robins said. “We have big dreams and an ambitious agenda for the Char-Broil® brand. SFW’s consumer insights, retail expertise, omnichannel creative talents and speed to market aligned well with our needs.”

The integrated “Live It Up™” campaign behind Char-Broil® kicks off during the spring 2015.