Char-Broil hires Shift to ignite brand excitement

Shift will lend its support as the company launches products late this year and in early 2016.

COLUMBUS, GA: Grilling and outdoor cooking brand Char-Broil has hired Shift Communications to boost its brand. 

Shift began working with the company last month after competing against three firms for the business, said Brendan Anderson, VP of marketing and product management at Char-Broil.

"My focus is on growing the business significantly over the next several years through innovation, which requires going to market differently than we have in the past with great PR and marketing, focused on digital marketing," he explained. Anderson joined the company in February.

He said Shift stood out in the review because of its digital savvy, traditional media services, and experience working with technology and food and beverage clients, but did not disclose against whom Shift pitched.

"We think [Shift] can help us bring PR to the next level," added Anderson.  

Char-Broil previously worked with MKE on PR. Representatives from the incumbent firm could not be reached for comment. MMK is the brand's advertising agency.

Shift will support Char-Broil’s PR and digital marketing as the company launches products in November and next year.  

The agency will infuse its "data-driven approach" in all of its work for Char-Broil to maximize results, in addition to PR and digital marketing, influencer relations, and event support, said Alan Marcus, SVP at the firm.

Shift’s New York office is leading account work with a core team of five staffers, with support from the marketing technology group in Boston, he added.

Anderson added Shift is on retainer, and Char-Broil hopes to have a long-term relationship with the agency. Budget information was not disclosed.

Char-Broil, which introduced the first charcoal grill in 1948, manufactures gas, charcoal, and electric grills, as well as smokers, roasters, and grilling accessories. The company also manages a collection of outdoor cooking brands such as Saber, Dancook, and Oklahoma Joe's, as well as New Braunfels Smoker Company and Thermos.

This story was updated on October 9 to correct the previous PR agency on the account.

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