To appeal to a new generation of foodie barbequers, we tapped into the desire we all have to feed our friends and family with fire, which goes back a long long way.
Our strategy was to set the ad at night and tap this ancient drive to help us feel even better about having friends round for an authentic charcoal fired BBQ.
To compliment Charmate's recipe content on Facebook and break it up with some thought provoking posts, we researched a little on how cooking with fire might well have made us 'human'.
This tied in with perfectly our strategy for the TVC and created significantly more interactions on Facebook than previous recipes posts alone. See 4 examples of 30 posts below: