Char-Broil saw an opportunity to elevate electric grilling from a compromise to a premium experience. The insight? Consumers wanted precision, aesthetics, and performance—qualities missing in existing electric grills. Enter Current, a first-of-its-kind high-tech, high-performance electric grill designed for the modern backyard.
A strategic launch—spanning business strategy, creative, influencer engagement, and test-and-learn media—delivered big results: 85+ TV spots, 400+ PR placements (USA TODAY, Bloomberg, Reuters), and CES & USA Today’s Best Grill awards. With strong DTC sales, Current is redefining the future of grilling.