“Dad Meats Grill”

The Ask

Drive brand awareness and consideration among The Dad audience by celebrating “grilling season,” aligning with the key late spring/early summer time frame; show dads how to make grilling easier, more affordable, and more memorable for their families.

The Insight

The editorial data supported an evergreen trope: dads love the act of grilling, talking about grilling, and most of all, debating about grilling. (See: one of The Dad’s most popular social polls, “Charcoal vs. Gas.”) We also know that modern dads spend 3X as much time with kids than the previous generation and that 69% of dads desired to spend more time with their children. Our program would combine their passions with this emotional insight.

The Solution

A four-episode short-form comedic series in the vein of Modern Family with a loveable goof dad, a patient but witty wife, precocious children, and the sidekick that’s always in the middle of everything: the new Char-Broil grill. Each episode revolves around Dad’s adoration of his new grill and the lengths to which his kids and wife will go to accommodate his obsession.

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The Cookout

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The Arrival

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Dad's New Jokes

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The Spoiler

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The Results


impressions across all program elements



increase in brand affinity



increase in consideration intent


of The Dad viewers reported that Char-Broil was a “good fit” for content