In early 2024, Kingsford asked us to bring the spirit of college football season to life by putting Kingsford Charcoal at the heart of the action. They wanted to show how, just like the passion fans have for their team, the passion for gathering with friends and family over a charcoal grill fuels unforgettable moments
We brought the heat with a documentary-style content series where we traveled the country to explore the powerful bond between grill masters, their beloved SEC sports teams, and the deep connections forged around the grill over the years. In total, we produced 12 episodes—each spotlighting its own star grill master, their team, and their friends, family, and fellow superfans.
This campaign sizzled with success! Our documentary series rolled out across the biggest schools in the SEC, capturing league play and the most celebrated moments of the season. We increased brand awareness and engagement—ultimately strengthening the association between Kingsford Coals and the optimum tailgating experience by serving up a strong sense of community bonds.
