Duraflame was launching a new charcoal product with a true point of difference: the unique hexagonal QuickSear™ shape and air channel produced higher heat than standard briquets for that perfect sear every time.

Fire in the hole! We knew that seasoned grillers would be intrigued with this product so we made the hexagonal briquet the hero by integrating it into the headline. For the backdrop, we brought in bold colors of yellow and red that are synonymous with Duraflame, a brand known for fire expertise.

The product is currently being tested in Southern California, with this creative being utilized for print ads, billboards and in-store elements.