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Kingsford's advertising historically focused on how food tastes better when you cook it over charcoal. The reality is that it also takes longer to cook with charcoal, but we decided to turn that into a positive. We developed a campaign that focused on the emotional benefit: grilling with charcoal gives you time to slow down and enjoy life.
And while it is the #1 brand of charcoal, Kingsford is not used as often in the Spring. We wanted to remind people that Winter was over which means it's time to come out of hibernation and grill. The spot was recognized with a Cannes Film Lion.
Kingsford advertising historically focused on how food tastes better when you cook it over charcoal. The reality is that it takes longer to cook with charcoal, but we turned that fact into a positive. The campaign launched with a spot featuring a re-interpreted, slowed-down version of Human League’s “Fascination” and focused on the emotional benefit: grilling with charcoal gives you time to slow down and enjoy life.
And while Kingsford is the #1 brand of charcoal, it is not used as often in the Spring. We wanted to remind people that when Winter is over, it's time to come out of hibernation and grill. The spot was recognized with a Cannes Film Lion.