BRETT ZERR
Senior Creative Director / Commerce Leader
BRETT ZERR
Senior Creative Director / Commerce Leader
Kingsford teamed up with NFL legend Jason Kelce to celebrate the ritual of slow, charcoal grilling.
The campaign crowned Kelce the King of the Tailgate, turning his post-NFL transition into a story about heritage,
flavor, and connection. Partnering closely with the above-the-line agency, I helped extend the campaign
beyond broadcast—bringing it to life through retail, social storytelling, and a custom recipe playbook that
reminded fans that slow is king and reaffirmed Kingsford’s place at the heart of game-day culture.
Kingsford teamed up with NFL legend Jason Kelce to celebrate the ritual of slow, charcoal grilling. The campaign crowned Kelce the King of the Tailgate, turning his post-NFL transition into a story about heritage, flavor, and connection. Partnering closely with the above-the-line agency, I helped extend the campaign beyond broadcast—bringing it to life through retail, social storytelling, and a custom recipe playbook that reminded fans that slow is king and reaffirmed Kingsford’s place at the heart of game-day culture.
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