Char-Broil:
鈥淒ad Meats Grill鈥
Drive brand awareness and consideration among The Dad audience by celebrating 鈥済rilling season,鈥 aligning with the key late spring/early summer time frame; show dads how to make grilling easier, more affordable, and more memorable for their families.
The editorial data supported an evergreen trope: dads love the act of grilling, talking about grilling, and most of all, debating about grilling. (See: one of The Dad鈥檚 most popular social polls, 鈥淐harcoal vs. Gas.鈥) We also know that modern dads spend 3X as much time with kids than the previous generation and that 69% of dads desired to spend more time with their children. Our program would combine their passions with this emotional insight.
The Solution
A four-episode short-form comedic series in the vein of Modern Family with a loveable goof dad, a patient but witty wife, precocious children, and the sidekick that鈥檚 always in the middle of everything: the new Char-Broil grill. Each episode revolves around Dad鈥檚 adoration of his new grill and the lengths to which his kids and wife will go to accommodate his obsession.
The Results
impressions across all program elements
鈥忊赌忊赌
increase in brand affinity
鈥忊赌忊赌
increase in consideration intent
of The Dad viewers reported that Char-Broil was a 鈥済ood fit鈥 for content