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Traeger Grills Reimagines Life's Big Moments with Barbecue

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Campaign from Zambezi digs into classic family troupes and centres them around food and the community

Traeger Grills Reimagines Life's Big Moments with Barbecue

Imagine all the big moments in your life: The first time you had the “talk”. Waiting anxiously with results in your hand. Catching your kid smoking.

Now imagine those moments…but with grilling.

That’s the premise beyond a new 'Welcome to the Traegerhood' campaign from Traeger Grills and Zambezi, which digs into family tropes and centres them around food and community — or, in The Traegerhood parlance, at “The intersection of taste and togetherness.” 

In 'Birds and the Brisket,' a young girl asks where flavour comes from, and the mother hesitantly replies, “When people love food, very much…” before painting a magical picture of friends and grills.

In 'Big News,' a husband paces nervously in the kitchen as the wife enters, something clenched in her hand. When he finds out that the moment every young couple dreams about has arrived, he can barely contain his excitement, and immediately calls his parents to share the good news. Is it a boy? Is it a girl? Nope, it’s a brisket! (And the app in her hand says it’s done!)

Even in the Traegerhood, teens can be rapscallions. They just act out differently. A teenage boy comes into the kitchen, all furtive body language. “Have you been smoking?” his mother says. She marches him out to the grill, throws down a pack of sausages and says, “I’m going to watch you smoke the whole pack.

“Welcome to the Traegerhood” debuted in 2021, driving explosive growth for the brand and fuelling Traeger’s IPO. It’s such a rallying cry for the brand that Traeger CEO Jeremy Andrus now refers to himself as “Mayor of the Traegerhood.” Traeger, the creator and market leader for the wood pellet grill category, has high awareness in the Intermountain West, but lower awareness in other markets. The campaign targets the mindset of a consumer who not only enjoys a great meal, but the experience of it as well — in other words, people who would love a Traeger but just don’t know it yet.

The work was shot by director Jeremy Saulnier, and will air in key strategic markets with the goal to further awareness of the brand and bring more consumers into the Traeger community.

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Client: Traeger Grills


Advertising Agency: Zambezi

CEO: Jean Freeman

Founder + President: Chris Raih

Chief Creative Officer: Gavin Lester

Group Creative Director: Matt Sherman

Associate Creative Director: Eugene Chang

Associate Creative Director: Kurt Gassman

Junior Art Director: Din Terpuni

Junior Copywriter: Breauna Abiad

Director of Integrated Production: Andrew Gage

Senior Producer: Faye Armstrong

Digital Producer: Matt Valdepena

Executive Director - Business Operations: Laura Stayt

Executive Director, Brand: Gordon Gray

Senior Account Director: Desiree Ho

Account Director: Sean Daly

Assistant Account Executive: Allie Messenger

Group Strategy Director: Matt Babazadeh

Senior Brand Strategist: Allison Newell

Senior Project Manager: Dominique Perrine


Director: Jeremy Saulnier

Executive Producer: Taryn Nagle

Line Producer: Angela Jones

Post Production

Editorial: Arcade

Senior Producer: Kirsten Thon-Webb

Editor: Sean Lagrange

Assistant Editor: Andy Trecki

Colorist: Gregory Reese / Primary Color

Mixer: Rohan Young/ Lime Studios

Post EFX: Timber

Head of Production: Ryan Dahlman


Music: Mophonics

Genres: Dialogue, Comedy, People

Categories: Garden, Home

Sweat & Co, Wed, 09 Mar 2022 17:24:47 GMT