Kingsford Charcoal: United we grill

This case study describes how Kingsford Charcoal reinforced the notion of togetherness to key consumer groups in order to instill the association between the brand and the social benefits of gathering with friends and family.

Kingsford Charcoal: United we grill

Summary

Grilling has been a unifying cultural force since the dawn of time; bringing family and friends together over good food. However, traditional face-to-face gatherings have been threatened by the cultural shift of what constitutes 'social time.' Kingsford addressed this cultural shift by highlighting the social benefits of gathering friends and family around the grill. We leveraged insights with both our General Market and Hispanic target consumers (The Everyday Grillers) that highlighted the lure of the flame. We know the "EG" believes wholeheartedly in the notion that "everything is better together," so we seized the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands