• by Sarah Mahoney , July 27, 2026

Big Green Egg, maker of the ceramic kamado grill, thinks young women are the next wave of grilling’s future.

The company is launching a new ad campaign aimed at those between the ages of 25 and 44 -- a group that has revealed itself as “a magic maker of sorts,” says Michele Morris, vice president, U.S. marketing. “She's the one who cares about memories, experiences and the details of bringing people together.”

The new ads aim to reframe outdoor cooking as an emotional, multi-generational experience, and expand the idea of who can be in charge of those steaks, burgers and drumsticks. They run on connected TV (CTV), social, digital and print.

Tombras created the ads -- the first campaign from the agency since winning the assignment in December. They end with the tagline: “Life tastes better outside,” the company’s broader marketing platform.

Morris tells Marketing Daily that the company has spent the last 18 months developing new positioning for the 52-year-old brand.

The new effort arose from asking how it might enlarge the brand tent while still remaining true to the core audience, who refer to themselves as Eggheads. “They’re fanatical,” she says. “This company may be the best word-of-mouth case study of all time.”

That includes fan-started and driven social-media communities and even offline meetups and competitions, to swap recipes and techniques.

Her favorite example is that the brand frequently appears in obituaries, alongside mentions of sports teams and other passions. That people chose to have a grill be among their final 200 words, she says, “is just unbelievable.”

New ads are intended to appeal not just to the daughters of these fans, but to the next generation of backyard heroes who -- whether they have daughters or not -- are eager to build their own family traditions.

Midsummer may not seem like the best time for a launch, given that Memorial Day weekend is the traditional kickoff for BBQ season. “But we have a large secondary season with holiday and gifting,” she says, “so it's about sparking awareness now and moving them through the funnel through the fall months.”

The category keeps growing, with more options for grilling -- and more interest in food and wellness. “Protein maxing and meal prepping are part of it,” she says, “but it’s also about intentional living, and people saying, I want to close my laptop and disconnect from the world.”

She declined to provide specific details for the privately held company, but says marketing spending is up more than 20% in the last two years.

Its most recent research revealed that 33% of people shopping for grills said they didn't even consider Big Green Egg, and ended up buying from bigger rivals, including Weber, Traeger and Kamado Joe.

Given its limited national retail footprint, she says, growing overall awareness is the most critical metric.