Big Green Egg, the premium outdoor cooking brand behind the iconic ceramic kamado grill, is launching a new brand campaign celebrating the family traditions, shared experiences and lasting memories created around live fire.
Developed in partnership with Tombras, the campaign marks a strategic effort to grow the brand with a new audience – women ages 25-44 – while continuing to celebrate its loyal community of EGGheads.
Titled “The Surprise,” the campaign follows a father gifting his daughter a Big Green Egg as she moves into her first home. As she opens a note signed simply, “Surpise! From Dad,” she’s transported back to childhood memories of grilling together, revealing how those moments shaped her own love of outdoor cooking. The spot ends with the message: “Some traditions are worth passing down.”
The work reframes outdoor cooking as an emotional, multi-generational experience, expanding the idea of who the grill is for and positioning women as key tradition-builders in the category.
“For decades, Big Green Egg has brought people together, and this campaign is about carrying that forward,” said Michele Morris, Vice President, U.S. Marketing at Big Green Egg. “This is about welcoming more people into that experience to disconnect from the noise, reconnecting with what matters. Because at the end of the day, it has always been about more than the Egg itself. It’s about what happens around it: the meals shared, the memories made, and the moments that make life richer.”
Anchored by a :30 hero spot, the campaign is supported by :15 and :06 cutdowns for social and will span across CTV, digital, and print.
The creative brings Big Green Egg’s “Life Tastes Better Outside” platform to life by positioning the grill as more than a cooking tool; it’s an heirloom that carries family traditions from one generation to the next.
The campaign supports Big Green Egg’s broader strategy to modernize the 50-year-old brand and increase relevance with a new generation of consumers without losing sight of the craftsmanship and passionate community that have defined it for decades.
Launching the week of July 20, this marks Tombras’ first official creative campaign for Big Green Egg since winning the business in December 2025.
“The best brands don’t just make products – they become part of people’s stories. Big Green Egg has been doing that for generations,” said Charlie Andrews, Vice President, Creative Director at Tombras. “Our job wasn’t to invent that truth; it was simply to capture it in a way that feels authentic to longtime owners while inviting a new generation to make it part of their own traditions.”
