Adding Fuel to the Fire
Traeger started as a niche brand of pellet-happy carnivores who would gladly sacrifice flambéed patio furniture to the gods of steak if it meant a perfectly seasoned ribeye.
The challenge was to expand the Traeger cult to include everyday customers by educating them on the benefits, simplicity and beauty of wood-fired cooking.
“Taste, Don’t Tell”
Method deployed a “Taste, Don’t Tell” approach by creating a robust reviewers’ program of its line of grills across culinary, tech, lifestyle and outdoors audiences.
When Traeger launched Timberline, its new WiFi-enabled wood pellet grill, we leveraged the news to expand into new, tech-enabled storylines like IoT, consumer gadgets and smart home publications.
Finally, Method capitalized on the company’s explosive growth under the new CEO’s leadership to tell the story about the growing popularity of wood-fired cooking.
Results Served Hot
Method told the Traeger story through a Forbes profile piece about Traeger CEO Jeremy Andrus and his transformation of the company. Then, we secured dozens of reviews across top-tier media, including Outside, Food Republic, TechCrunch, Deer and Deer Hunter, Good Housekeeping, Gear Patrol and Fatherly. Finally, we successfully pursued multiple awards including Men’s Journal’s “Gear of the Year,” PCMag’s Best Smart Home Devices, and others.