The new campaign created in partnership with Zambezi, spans television, outdoor, radio, digital and social media and is Traeger’s most significant campaign investment to date. This comes as Traeger has rapidly risen to become the category leader in wood pellet grills, with the category earning approximately 20 percent of all U.S. grill sales in 2020.
The centerpiece of Traeger Grills’ “Welcome to the Traegerhood” campaign from ad agency Zambezi is this TV spot titled “Pied Piper” directed by Tim Kendall of FIN Studios.
The :60 depicts a lone Traeger Wood-Fired Grill that falls off the back of a moving trailer and rolls across the country, pulling in an ever-growing crowd in its wake. Set to the classic song “Pied Piper” by Crispian St. Peters, the upbeat narrative invites everyone to join the supportive, fun, and flavorful community that is The Traegerhood.
Credits
Client Traeger Grills Agency Zambezi Gavin Lester, chief creative officer; Matt Sherman, creative director; Eugene Chang, sr. art director; Kurt Gassman, sr. copywriter; Norman Brown, design director; Andrew Gage, director of integrated production; Michael Harding, producer; Matt Valdepena, digital producer; Jill Burgeson, chief strategy officer; Eric Tepe, strategy director; Allison Newell, brand strategist. Production FIN Studios Tim Kendall, director; Sam Chase, DP; Alex Cohn, head of content; Jorie Kopy, line producer; Edgar Rosa, producer; Cathy Cox, production supervisor. Editorial Arcade Edit Sean Lagrange, editor; Crissy DeSimone, exec producer; Paulo Miramontes, assistant editor. Postproduction FIN Studios Brandon Chavez, colorist; Kevin Feller, mixer; Brian Grigsby, post producer; Pixerati, VFX artist; Katrina Nahikian, executive producer postproduction; Ling Ly, head of postproduction; Adam Bonsib, assistant editor. Audio Post Lime Studios Rohan Young, sound engineer; Jeremy Nichols, assistant sound engineer; Susie Boyajan, exec producer. Music “Pied Piper” by Crispian St. Peters
NHS (National Health Service) England rolled out this PSA titled “That Feeling,” part of its first-ever national campaign designed to encourage women to screen for breast cancer.
Directed by Fern Berresford of Rogue Films for agency M&C Saatchi UK, the spot taps into the universal moment of relief women feel when removing their bras after a long day. This serves as a metaphor for the reassurance and sense of control women feel after attending a breast screening--a step that could help detect breast cancer before symptoms appear.
The :30 captures women of diverse ages, ethnicities, and body types in this intimate and relatable moment, paired with messaging about the life-saving benefits of screening. The spot is accompanied by Wilson Pickett’s upbeat track, “Land of 1000 Dances.”
Amy Parkhill, creative at M&C Saatchi UK, said, “There’s no better feeling than taking your bra off at the end of the day. The relief from being held in (and up) for hours. We wanted to use that relatable and universal truth and apply it to getting your breast screening sorted. To be free from putting it off and to know you’ve done everything in your power for your health. We kept the visual storytelling as authentic as the insight, opting for people and places that represent those we know and love.”
Parkhill continued, “It’s the positive and uplifting piece we hoped it would be, and we aren’t even sick of the song yet!”
