In a crowded market, CharBroil needed a way to stand out. The insight? Most grillers aren’t experts—they just want a grill that forgives their mistakes. Leaning into this, we crafted a humorous, insight-driven campaign showcasing how CharBroil’s technology makes grilling easier and more enjoyable. With zip code and weather-based targeting, the campaign delivered big: 8x ROI, 2x gross profit ROI, and a 13-point lift in brand awareness—proving that great grilling doesn’t have to be complicated.