Project Description

The Champion of outdoor cooking, Char-Broil® is America’s oldest and largest grill brand. With a portfolio of many quality brands, they distribute through big box national retailers, specialty retailers as well as online.


This American outdoor cooking company had expansion plans to broaden their US presence, and was poised to enter both the Canadian and European marketplace. Char-Broil® was looking to their agency partners to arm them for success overseas.

What We Did

Working closely with the VP of marketing, our team studied and assessed both the domestic and global markets. By segmenting the varied consumer behaviors and needs, differing distribution models and pricing strategies by market, as well assessing the existing Char-Broil® portfolio of brands, we were able to devise a successful framework for their global brand strategy and launch.


For the US market, we developed new growth initiatives and merchandising solutions to drive business at key customers such as Home Depot, Lowe’s and Wal-Mart. We also worked to drive internal divisional alignment for brand strategies by channel.

Project Elements

  • Global brand strategy
  • Global naming
  • New brand development
  • Brand messaging
  • Growth strategies & initiatives
  • Innovative retail merchandising plans
  • Domestic marketing plan
  • Product naming