About the campaign:

Some people need a friendly reminder when the weather turns ideal for backyard barbequing. So Kingsford created custom radio spots alerting people to some of the unexpected supplies they might need, but mostly: meat and charcoal.

Spots were trafficked to local markets only when their local forecast met a threshold of sunshine and warm temperatures. Base spots were built so we could customize them for the local markets, so each community felt like they were receiving their own communication based on their unique weather.