Branding & Marketing for Big Box Grill Manufacturer

Bringing Nexgrill’s True North to life meant cooking from scratch. It started with designing a new visual aesthetic that we could apply across every brand touchpoint, from retail shelves to video content to a totally reimagined website. What resulted is a brand that’s far greater than the sum of its parts.

Among other elements, the distinctive red line is a major component of Nexgrill’s design language. It symbolizes the brand drawing our line in the sand – that from this point forward, we’ll no long portray grilling as the same old burgers and dogs we’ve grown accustomed to. With that we set out to re-define the backyard, who's in it and what they've got grillin'.

During the brand strategy we focused on creating a new narrative to tell the story of the brand we're aspiring to be. Usually that comes to fruition in the form of a brand video. This was a big step for a product brand to step out of their comfort zone and focus on the emotion of why we grill and the part we play in delivering a critical component for consumers.

With Nexgrill at the centerpoint of every grilling experience, we realized what we represented was much bigger than us or any other grill brand out there. So we lit what we called "the fire that attracts" with the sole purpose of fullfilling humankind's need for acceptance and belonging. We needed to make a statement and put the world on notice that Nexgrill has arrived.

With so much riding on a video of this magnitude, we pulled out all the stops, coordinating a massive production of talent, gear, food, location, and a grill culture that conveyed what “Hungry for Different” really means.

Nexgrill prides themselves in being good partners and supporting its retail partners with informative content, which meant developing aspirational lifestyle videos, adventurous recipes and product videos for every grill in its lineup. And we delivered beyond expectations. Retail partners like Home Depot and Costco were all too happy to incorporate all this new video content on their websites for their customers.

Taking it one step further, we needed to deliver on our promise of "Hungry For Different" so we developed a branded content series of called - "Beyond The Flame". It was time to look beyond the typical backyard where grilling has been confined to for years. We set out to curate human stories about real people from all walks of life that shared the lives of these charismatic adventurers, chefs and influencers. Stories of real people pursuing their passions, exploring unfamiliar territory, and bringing their inspirations back to the grill.

Who doesn't love a good recipe? We're all constantly searching through pinterest hunting down that next dish to impress friends or family. So, we set out to create our own amazing new recipes with a twist and blended them with a great story... after all food with a story taste better right? We made all these recipes ourselves and captured photography assets to share in social, on the website and as part of the "Beyond The Flame" series. So all you daredevils with tongs, it's time to fire up the grill and join us on a flavor adventure that'll leave your mouth watering.

Part of the fun of working with a grill brand is how many clusters of culture you can reach. To march out Nexgrill’s brand beyond the backyard, we sought out events where Nexgrill can showcase its products and engage face-to-face with grillers of all variety.

We designed, coordinated, managed, and manned several events on behalf of Nexgrill, including a Spartan Race in Big Bear, the Mammouth Villagefest Music & BBQ Festival, the American Cornhole League Championships in Coney Island, and the NFL’s Jacksonville Jaguars.

With a year of development and maturation, Nexgrill’s brand was targeted for strategic partnership by the NFL’s Jacksonville Jaguars. As official grill sponsor, Nexgrill would align its brand with America’s #1 rated sport, and Magnetic would roll out a full-on fan engagement playbook including a pre-game many a tailgate extravaganza to remember.

We built a site for Jaguars-themed Nexgrill. We even traveled to Jacksonville to give away custom-branded grills with the Nexgrill team. And it was all surrounded with social media content. Instagram stories, Facebook videos, promotional giveaways, the whole 9 yards.

Prior to partnering with MAG, if you searched “Nexgrill”, the website barely ranked on page 1 of Google. After digging deeper into their site, we uncovered opportunities for Nexgrill to rank highly across the entire grilling category.

Today, not only does its brand name rank #1 when searched, but Nexgrill is also ranking highly for category terms, grill tips, accessories, grill recipes, and many other lifestyle terms associated with grilling culture.