Current Backyard
W. C. Bradley Co., Char-Broil’s parent company, choose CES to introduce its new premium standalone brand, Current Backyard, AND launch two new fully electric grilling products to a new generation of grill masters and food tech enthusiasts.
The Key Ingredient to a Searing Hot Brand Launch at CES
To change consumers’ expectations of what’s possible with electric grilling, Current Backyard's 30'x50' booth lit up the outdoor Central Plaza with an experiential, tech-forward showroom that enabled attendees to explore the features of the grill and griddle, the app, and accessories; a comfortable outdoor patio hosted daily cooking demos, culinary samples, and collaborations with influencers and celebrity chef, Esther Choi.
“We wanted to connect with a new generation of ‘grill masters.’ With its smart technology, app-guided recipes, precise heating, and Wi-Fi-enabled temperature probes, the Current Electric Grill gives everyone the confidence to get outside and grill. In essence, the Current Electric Grill makes you a smarter griller, and we wanted to be able to communicate these transformational benefits through our immersive booth experience,” said Stacie Pacheco, General Manager, Current Backyard.
Baltimore-based agency, Planit, supported the planning strategy, PR, and booth creative behind the Current Backyard launch.
Smart Home Honoree - Current Model G Electric Grill
Current Backyard's recipe for success paid off:
- CES Unveiled exclusive media event
- Media Tour with USA Today’s Jennifer Jolly
- "Best of CES" accolades from USA Today Reviewed and Gear Brain
- 800M+ PR impressions
- 4464% increase in website traffic the week of and after CES 2024
- 94 PR Backlinks to CurrentBackyard.com
- 3K Social Media engagements with PR Placements
- 900K+ Organic Social Media Impressions
Exhibit at CES 2025
