This campaign holds a special place in my heart because it was one of my first “understand the rules so you can break them” moments.
People take “call to action” pretty literally. Because of this, I’ve had many a good headline killed because it didn’t lead with a verb.
When we’d developed this idea of a grilling campaign leaning on geo-targeted media and social listening that would inspire people to see more everyday moments as cookout opportunities, the line This Calls for a Grill all but wrote itself.
Does it lead with a verb?
No.
Is it one of the most resonant calls-to-action in my book?
Yes.