Smoker grilling is a heavily-gatekept industry, one where most grillers are led to believe you must the same branded pellets for your smoker, an expensive and cost-prohibitive play in this industry. This campaign democratized pellet grilling with a product you can use on any smoker, for any meal, anywhere. For Kingsford Pellets, we created the “Fuel Without Limits” campaign, blending backyard BBQ tradition with modern flair. Fuel Without Limits brought Kingsford’s iconic brand to life with a 30s (s)hero spot, a 15s cutdown, and two dynamic 6s for social media. We also creaetd original imagery and web banners that led grillers and newbies right to the product of their choosing. From concept creation and scriptwriting to original music, wardrobing, and real-families castings, every detail was crafted to inspire the perfect recipe to ascend to grilling royalty.

We casted two real families who reflected the spirit of suburban Americana, the Cole family—featured in our Shero spot—and the Bostels—featured in our additional 6s spot for social media. I selected their wardrobe, styling elements, and provided live coaching, but overall, we just let the kids be kids and let the natural family chemistry cook in real time. And everything was edible… nothing was doctored up for the camera. This was as close to reality as a commercial shoot gets thanks to meticulous planning, great on-camera chemistry, and Columbian coffee. 😅