What we did for them:

B2C

Z Grills has more than 30 years of grill manufacturing experience for some of the biggest names in pellet smokers. When the company decided to manufacture and sell its own brand, they knew they had a high-quality product that could compete with the top sellers. But they lacked brand awareness among American consumers.

By partnering with NSACAR Xfinity driver Joe Graf Jr, Z Grills aimed to position themselves as a top-tier yet affordable pellet grill as American as NASCAR and backyard BBQ.

Through a combination of social media activation, branding and content production,

Z Grills' sales increased 500% over the course of the 2021 season.

PARTNERSHIP HIGHLIGHTS

Social Media Activation

Joe Graf Jr leveraged not just his own social media reach, but also that of his partners to put the Z Grills brand in front of a wider audience. He was able to drive engagement through contests and giveaways, as well as cross-promotion with other partners.

Co-Branding Efforts

Z Grills made full of the partnership by heavily promoting Joe on their website and social media. They even used images of him and his race car on their limited edition Blind Box packaging.

Media Content

Z Grills commissioned fgrACCEL's media production arm Selfless Media to produce a series of videos that aligned their brand with Joe Graf Jr and

NASCAR. The first video, All That Smoke, featured not only Joe Graf Jr but also NFL running back Antonio Williams and country music star Nat Barnes. They used this content on their website and social media platforms. They even combined some of the video content to create a commercial featuring their US sales manager: https://youtu.be/9Z_MP9K9PCU.