Grilling is a glorious activity. Yet somehow, many of us tend to forget that. Fast food menus, dinners that come in boxes, or even skipping meals, are some of the things we end up settling for because of this twisted illusion that these options are "cheaper" or "faster" than grilling.

Not anymore.

 It's time to introduce the flip flop wearing, spatula wielding, version of yourself... to yourself.

The Problem:

In 2017, the US fast-food service industry did over $200 billion USD in revenues nationally, with nearly 20% of the entire population dining out at least once a month. Over the past decade, American lives have become increasingly fast paced and the demand for instant satisfaction has become stronger than ever.

From the 25 people our team surveyed, nearly all used the word "convenient" when referring to eating out. We realized that our campaign needed to snap people out of this illusion that eating out was an acceptable solution.

Our Strategy: 

Encourage people who aren’t grilling to bust through their self-imposed barrier of cooking for themselves, presenting it as a physical barrier. Our team wanted to remind our customers that convenience is the killer of amazing home-cooked food. Our goal was to confront that voice in our customer's  head that tells them "cooking takes too much work", and tell that voice to f#%k off.

STRATEGY: ME

ART DIRECTOR: ALLISON PEHANICK

COPY WRITER: CAMERON KOKES