The Big Green Egg is the world's largest producer and international distributor of high-quality ceramic, kamado-style, charcoal grills. Besides the low awareness surrounding not only the brand, but the entire product as well, there is an even bigger problem with advertising the Big Green Egg, its price tag.
So how do we fix these problems? Create a campaign that portrays the Big Green Egg's gathering powers rather than touch on its cooking abilities. Every grill/smoker claims to be the best, but only the Big Green Egg can draw people together and act as the centerpiece of a family gathering.
Human Truth: Very few people cookout with each other for the food, but instead, for the company. The Big Green Egg does just that, while cooking A+ food, it's also facilitating A+ conversation.
out of home
Art Direction: David Resnick
Copywriting: Mason Waters