Clorox-owned Kingsford Charcoal has been bringing friends and family together with delicious BBQ since 1920. Real pit-masters know that gas grills don’t yield that same smokey, rich flavor that charcoal does, and Kingsford is, well, the King. But like all royalty, failing to adapt and expand their loyal following to new audiences presents an obvious threat to the throne. A simple Google search for “charcoal” yields results for brands like FOGO, Bear Mountain and Royal Oak. Psh sorry Royal Oak, this throne is taken!
Part of that adaptation has meant revisiting the way in which they generate content and, you guessed it, that’s where Cohley comes in.
Kingsford needed more assets to fuel their content personalization efforts, as they’d relied on data to understand that different target demographics were likelier to engage and take action with different types of content. Working class, family-focused folks? Their data found that this particular demographic loves to see grilled hot dogs with perfect char marks, for example.