Some Traditions are Worth Passing Down

Big Green Egg has launched a new brand campaign celebrating the family traditions, shared experiences and lasting memories created around live-fire cooking. Developed with Tombras, the campaign supports the brand’s effort to reach a new audience of women aged 25–44 while continuing to honour its established community of EGGheads. The work brings Big Green Egg’s ‘Life Tastes Better Outside’ platform to life by positioning the grill as more than a cooking tool, but as a meaningful part of family life.

Titled ‘The Surprise,’ the hero film follows a father who gives his daughter a Big Green Egg as she moves into her first home. When she opens a note reading, “Surprise! From Dad,” she is transported back to childhood memories of cooking with him, revealing how those shared experiences inspired her own love of outdoor grilling. The story ends with the message, “Some traditions are worth passing down,” reinforcing the idea that the grill can carry family traditions from one generation to the next.

The campaign is supported by 15- and six-second social cutdowns and will run across CTV, digital and print. By highlighting women as important tradition-builders in the outdoor cooking category, the work aims to broaden perceptions of who the grill is for while remaining authentic to Big Green Egg’s heritage, craftsmanship and loyal community. The campaign is part of the brand’s wider strategy to modernise its 50-year-old identity and build relevance with a new generation of consumers.