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...