Char-Broil, a well-known brand of gas grills and accessories since 1948, offered important product points of difference but wasn’t connecting on an emotional level with consumers.
Research revealed that key segments were motivated by the grilling experience but didn’t have loyalty to any one grill. Char-Broil needed to find a way to own the emotions associated with the outdoor grilling experience.
SFW developed the “Live it Up” campaign, linking Char-Broil innovation and performance with spending quality time with friends and family — the benefit that consumers ranked most important when it comes to grilling. The campaign was executed at retail and across many digital advertising, PR, social media, and content channels.
Live It Up increased perceptions of Char-Broil product quality and gave it a distinctive and memorable in-store presence. As a result of sales performance across grills and accessories, Char-Broil was named category captain at Lowe’s.