When tasked with (re)launching Kingsford’s new 100% Hardwood Pellets, we knew that if people just tried them, they’d be impressed. So to remove any excuses, we created a 100% money-back guarantee , and partnered with someone who embodies 100% flavor to get the word out. NFL tight end, George Kittle, went all in on his love of wrestling, and fans and media ate up the bespoke content - complete with a cameo from fellow tight end, TJ Hockenson. The WWE loved it so much, they even got in on the fun too.
The Full Flavor Guarantee was George Kittle’s highest performing partner content ever (over 2.4M views + 6.5K engagements) and generated over fifty earned media placements and 47.5M impressions.
Role: Creative Direction, Co-Concepting with Derek Reinglass.
Over 2.6M views across Kittle’s channels and the content drove numerous media placements and over performed engagement metrics.
Sample story that opened with in-feed video share. 16K people voted for the tag team name - Gridiron Grillers emerged victorious.
WWE saw the wrestling inspired post and engaged with the original video, leading to a paid partnership extension with some of its top BBQing athletes.
