Shopper Marketing < 1_2_3_4 >

Kingsford - Kingsford Lights Up Grill Sales

Kingsford® Charcoal faced a burning challenge as more Americans were choosing to grill with gas rather than with charcoal. Knowing that one charcoal grill sale equals three bags of charcoal purchased annually, we took a step back in the customer journey to fuel future sales, and focused on encouraging shoppers to choose charcoal over gas when buying a grill. We created a sizzling-hot offer: Get free Kingsford® Charcoal with any charcoal grill purchase. Fired up by paid search, banner ads and compelling content, the program exceeded expectations for percentage of charcoal grills purchased, as well as redemptions.