Help Big Green Egg reintroduce itself—parallel to their first rebrand and refresh in 50 years—with the goal of gaining market share by reclaiming a leadership position in the outdoor cooking space.
A fire-fueled campaign that netted growth in key target markets and significant lifts in brand preference and familiarity—reinforcing the brand’s iconic status amongst consumers.
The Part Where We Brag
+6.9
aided awareness increase
+5.3
ad recall increase
80%
significant impact in brand preference and familiarity
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In 2025, tech-addicted humans have lost touch with one of our most primal instincts: gathering. Digital connection makes us feel connected, but it’s the original human technology—fire—that still has the power to pull friends, family and neighbors face to face. A meal cooked over live fire is the ultimate backyard invitation, and Big Green Egg is helping humans rediscover both fire and each other. Because when you cook over fire, everyone comes.
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