King of the Grill marks the moment where two ex-NFL Pros meet to pass the baton (or shall we say the tongs!) of ambassador for Kingsford. This social first series features legends of the game, Vince Wilfork and Jason Kelce. The filming closely follows Kelce’s recent retirement announcement, with a comedy flair which brings a fresh feeling to the backyard tailgate. 

The films are rich with perfectly spiced grilled delights, tailgating culture and dance lessons from Wilfork. The big personalities from the talent come together perfectly, with camaraderie and authenticity throughout this film. 

What makes this project immortal is how it doesn’t stop with Wilfork. We see how he hands the baton onto Kelce. It marks a moment in time, from person to person, year to year. Activating new audiences and old ones in this story.

Kingsford saw how connecting to Wilfork’s fanbase allowed Kingsford charcoal to become embedded in tailgating culture and how anyone, anywhere can access this, as Vince puts it, “barbecuing isn’t just about food, it’s a way of life”. 

More and more, consumers really drive the game, rather than the reverse as people don’t enjoy being sold to. Kingsford’s determination to find authenticity through comedy, culture and characters who will resonate with their audience has really paid off. Following the success of their previous campaign with Vince Wilfork, they continued to make strides in building this story out for Jason Kelce.