Live It Up™
A leader since 1948 in gas, charcoal and electric grills, Char-Broil delivered smart performance on the grill, but the brand wasn’t emotionally connecting with customers. Research revealed consumers were enamored with the grilling experience, but didn’t have a loyalty to any one grill. Armed with this knowledge (and knowing 60% of the market was being neglected by brands touting only grill features), SFW’s “Live it Up” campaign linked Char-Broil innovation with spending time with friends and family–the benefit that consumers ranked most important when it comes to grilling. The result was a distinctive and memorable in-store presence and stronger sales in all categories. Char-Broil is now the grill- category captain in Lowe’s.