There's More to Charbroil

Grilling is a cultural cornerstone of the American backyard and for over 75 years, Charbroil has been at the center of that tradition. Charbroil came to Nebo to develop a new cross-channel brand campaign that would allow them to own the idea of "More" by showcasing the product's versatility, fun, and value to a diverse, tech-savvy audience.

Brand & Audience Insights:

Consumer research taught us that Charbroil’s target audience wasn’t just looking to cook; they were looking for a way to impress others and make the most of every meal. 

By highlighting the product’s versatility, we positioned Charbroil as the key to unlocking more possibilities. The campaign introduced a new brand platform: There's More to Charbroil, and focused on three core pillars: More to Sizzle, More to Savor, and More to Enjoy.

Solving the Problem:

To bring the campaign to life, we filmed a new brand spot and launched a strategic cross-channel offensive across Meta, Pinterest, TikTok, YouTube, Programmatic Display, and Connected TV (CTV).

The "More" campaign was built on a foundation of 250+ unique ad creatives designed to meet the consumer wherever they were—whether they were researching recipes on Pinterest or streaming content on CTV.

• Precision Targeting: We leveraged audience insights to reach our segments with surgical precision. 
• A Multi-Screen Approach: We utilized a cross-device strategy, discovering that users were 83% more likely to click on an ad when a CTV ad was included as a touchpoint. 
• The Power of Proof: Mid-campaign, we introduced legally approved claims of Charbroil being the #1 Grill Brand in the US, using it as a "trust badge" that significantly boosted creative performance across social and display. 
• Retail Integration: Geographic specific CTAs encouraged consumers to visit key retailers both online and in-store.

Results:

As a result of the campaign, we were able to amplify the brand's presence across the entire digital landscape and make a measurable shift in awareness and intent.