Bag of Kingsford charcoal briquettes with lit coals beside it, on a black reflective surface. 
kingsford

Campaign launched

Kingsford BBQ promotion with charcoal bags, "#1 Dad" mug, American flag, Easter basket, and mobile screens.

 January 1, 2024 

Read between the headlines

Crumpled white paper on a black background

Click to expand brainstorm

Crumpled white paper ball on a dark background.
Crumpled white paper ball

Ready for retailers

The toolkit was released to retailers on January 1, 2024 and presented to shoppers by Moment throughout the year.

Tailgate Social Post and In-Store Signage

The Kingsford Moments That Matter toolkit, complete with in-store signage, digital banners, and social posts became an essential tool for retailers to promote Kingsford Match Light® during pulse periods. 

the seasons 
behind the sizzle 

Spring

•

Easter

•

Memorial Day

•

Father's Day

•

Fourth of July

•

Labor Day

•

Tailgating

•

Thanksgiving

•

Gameday

•

Summer

•

Spring • Easter • Memorial Day • Father's Day • Fourth of July • Labor Day • Tailgating • Thanksgiving • Gameday • Summer • 

Featuring In-Store assets, social posts, and captions for each moment 
MOMENts that matter
Promotional image for Kingsford charcoal featuring grilled burgers with cheese, Kingsford Original charcoal, and Match Light charcoal bags. Text reads: 'Recruit Real BBQ Flavor on a Budget.' Includes football imagery and social media interaction icons. 
GAMEDAY
"recruit real bbq flavor on a budget"

    • Grillmasters Tackle Gameday With Kingsford

    • Recruit Real BBQ Flavor On A Budget

    • Win Every Gameday With Kingsford

    • It’s How You Do Gameday

Kingsford charcoal ad featuring grilled chicken, Kingsford Original and Match Light charcoal bags, wicker basket, and text promoting budget-friendly spring grilling. 
 Spring 
"fire up spring flavorful faves for less"

    • Spring Into Grilling Season With Bold Flavor

    • Awaken Your Tastebuds This Spring

    • Spring You Can Smell. Ignite Your Senses With Real BBQ Flavor

Kingsford Easter grilling promotion with skewers on a grill, featuring bags of Kingsford charcoal and tagline "Fill your basket with fired-up flavor this Easter." 
 easter 
"fill your basket with fired-up flavor this easter"

    • Hop Into Easter With Big Flavor On A Budget

    • Fill Your Basket With Fired-Up Flavor This Easter

    • Spark Up New Easter Traditions With Bold BBQ Flavor

    • Keep The Grill Sizzlin’ With Family Faves This Easter

Promotional image for Kingsford barbecue, featuring grilled meat and corn with Kingsford charcoal bags, promoting Memorial Day and patriotic themes. 
memorial day
"heat up memorial day with big bbq flavor"

    • Heat Up Memorial Day With Big BBQ Flavor

    • Celebrate Memorial Day On A Budget With Bold BBQ Flavor

    • Kingsford Is How You Do Labor Day. Big & Bold

"celebrate our brave country with bold bbq flavor"
BBQ ribs grilling with Kingsford charcoal packaging and "Make Dad's Day" promotion 
 father's day 
"make dad's day with bold bbq flavor"

    • Spend Time With Dad Grilling Up Big Flavor

    • Make Dad’s Day With Flavor For Less

    • Grilling Up Big Flavor With Dad. It’s How You Do Father’s Day

    • Keep The Grill Sizzlin’ With Family Faves This Easter

Kingsford advertisement featuring sausages on a grill, with bags of Kingsford charcoal and text promoting BBQ flavors for the 4th of July. 
 fourth of july 
"light up your tastebuds with bbq flavor this 4th"

    • Celebrate Red, White & BBQ This 4th Of July

    • Get Big Flavor On A Budget This 4th Of July

    • Ignite The Party This 4th With BBQ Flavor

Promotional image featuring grilled ribs and Kingsford charcoal bags with the text "Let the flavor do the work this Labor Day." 
 labor day 
"let the flavor do the work this labor day"

    • Take A Break With Delicious BBQ Flavor This Labor Day

    • Enjoy Labor Day & Big Flavor On A Budget

    • Kingsford Is How You Do Labor Day. Big & Bold Flavor

Tailgating scene with four people gathered around a grill, promoting Kingsford charcoal. Text reads "Taste Victory Every Tailgate with Bold BBQ Flavor." Two bags of Kingsford charcoal are displayed alongside a football and helmet. 
tailgating
"taste victory every tailgate with bold bbq flavor"

    • Tackle Tailgating With Bold BBQ Flavor

    • Taste Victory Every Tailgate With Bold BBQ Flavor

    • Back Your Team. Tailgate With Big Flavor On A Budget

    • Tailgating Taste Like Kingsford With Big BBQ Flavor

Roasted turkey with Kingsford branding promoting hickory pellets for smoky flavor, surrounded by fall leaves and utensils. 
thanksgiving
"gather friends and family for smoky hickory flavor"

    • Get The Family Together For Smoky Hickory Flavor

    • Get Smokier Flavor For Less This Thanksgiving

    • Create New Traditions With Real Hickory Flavor

one more moment for
SUMMER
Kingsford x Hidden Valley Ranch

Click to expand assets

In April, the clients returned with the ask of creating shopper assets for a partnership with Hidden Valley Ranch’s Spicy Flavor Portfolio and Kingsford Charcoal for the upcoming summer.

Kingsford x HVR digital banners

I wrote a spicy, clever, shopper-stopping headline and leveraged campaign copy from both the Ranch Day Launch and Moments that Matter toolkit I worked on. The pallet display and digital banners were presented at a Walmart buyer’s meeting.

Kingsford x HVR pallet display

Next Project