Kingsford favored grill masters.

You know: the burly, outdoorsy men who live and breathe backyard grilling. But times have changed, and Kingsford found itself needing to appeal to a broader, younger market. We created a completely new look, feel, and tone for them with our Start Something campaign, focusing on diverse language, foods, and individuals.

We lit up social

For the first time in Kingsford’s long history, our campaign allowed the brand to break into unknown territory in the form of new online advertising. We showed bumpers on Youtube, utilized sponsored Instagram stories, and ran 15-second OLV's. For the brand and company itself, the move was monumental.

Kingsford loved our online rebranding so much, they even asked us to redesign a large portion of their OOH and print advertising.