KING OF THE TAILGATE

As part of Kingsford’s new look, America’s biggest charcoal brand, we collaborated with FCB Design Group to create Kingsford Briquette Condensed—our very own custom typeface, crafted entirely by hand using charcoal. This hand-drawn approach is designed to elevate our creative and brand assets across all touchpoints. In the spirit of this fresh start, our latest campaign shines a spotlight on Jason Kelce, whose recent retirement from the NFL has transformed him from pro athlete to everyday tailgating legend.

Client: Kingsford / Agency: FCB Chicago

As you may have heard, Jason Kelce retired from the NFL. Perhaps the 27,000 ads you’ve seen him in tipped you off. But as one career comes to a close, a new one is just beginning. Because now, for the first time in his football-laden life, Jason gets to be an every-day fan. And it turns out he’s pretty darn good at tailgating! So, how the heck did a guy plying his trade as the world’s greatest Center turn himself into the King of the Tailgate? Well… this new campaign shows you exactly how. As they say, the 27,001st time’s the charm.