Traeger Grills, the category leader in wood pellet grills, is known for its bold marketing actions and a commitment to the power of community and experiences built over amazing meals. The brand also champions an elevated take on conventional grilling that goes far beyond the traditional realms of briskets and chops, and puts an emphasis squarely on all-natural, farm fresh ingredients. In its newest work, the company literally brings this to life through a unique outdoor installation, “Farm to Traeger.”
Developed in partnership with creative agency Zambezi, Traeger installed a billboard in Salt Lake City (off I-80) that integrated live animals to communicate the superior benefits of all-natural, supremely fresh ingredients. In a strong endorsement of Farm to Table, the billboard features a Traeger grill, and below the billboard is a miniature farm, complete with a chicken coop, barn, tractor, hay and soon-to-be Farm to Table ingredients for a delicious organic meal: a cow, pig, chickens and corn stalks.
Over time, each of the live elements of the miniature farm were removed from the “live” farm installation and found their way onto the billboard…or more specifically, onto the grill. This happened over a 5-day stretch beginning on May 19 that lasted until the “grillboard” was full of delicious farm-to-table ingredients.
This work comes on the heels of the brand’s significant “Welcome to the Traegerhood” campaign, an integrated platform showcasing Traeger’s belief in the power of uniting friends and family over a great meal, and celebrating its strong and rapidly growing community.
Experiential advertisement created by Zambezi, United States for Traeger Grills, within the category: House, Garden.