Big Green Egg Full-Funnel Media Strategy

WORK
BIG GREEN EGG

Services:

Full-funnel Marketing

Paid Media

ecommerce

BigCommerce

Multi-Channel Campaigns

Distributor Network

AI Optimization

Retail Marketing

We built a full-funnel media strategy that helped Big Green Egg reclaim market share and drive distributor sales across North America — proving that smart beats big when it comes to media spend.

For 50 years, Big Green Egg has been the original kamado-style cooker, earning a cult following and icon status with little need for paid media. Publications from Men's Health to Food Network have celebrated the Egg as a culinary legend. But in the last five years, the grilling landscape transformed dramatically as well-funded competitors entered the market.

Since relying on reputation alone was no longer enough to grow, Big Green Egg needed an integrated media strategy that could navigate the complexities of both U.S. and Canadian markets while driving sales through their extensive distributor network of 5,000+ retail locations. Alloy developed an adaptive full-funnel approach spanning multiple channels to increase awareness of the Egg's unique benefits and versatility, positioning it not just as a product but as a lifestyle worth buying into.

How we helped

Full-funnel channel architecture

We created an adaptive media plan reaching potential buyers at every stage of their journey from dream to purchase. Awareness campaigns ran across YouTube, Google Display, iHeartRadio and SiriusXM. Engagement drove through Facebook, Instagram and Pinterest. Sales conversion captured ready buyers via Google Ads and Shopping.
North American market orchestration

National advertising deployed across 13 territories in the U.S. and Canada, reaching over 5,000 retail locations. While core brand messaging remained consistent, flighting and optimization varied by territory based on seasonality and product availability — ensuring every dollar worked harder in each local market.
Lifestyle-driven storytelling

Buying into the Big Green Egg community required data-specific targeting and storytelling. We crafted campaigns that showed the Egg as more than a product — it's a lifestyle of making memories, joining a family and celebrating 50 years of culinary excellence.
AI with human oversight

While competitors and platforms pushed automated bidding, our philosophy was to test — not trust — best practices. We discovered that Performance Max bidding barely turned a profit despite volume. Our human-optimized approach delivered 2x the ROAS at a fraction of the cost.

The rise of AI-driven bidding promised high performance, and platform partners pushed it aggressively. But our philosophy is to test — not trust — best practices. When we compared Performance Max bidding against our human-optimized approach, the results were clear: Performance Max generated impressive volume but delivered only $1.07 ROAS — barely breaking even. Our bidding strategy achieved $2.15 ROAS with 91% less spend and 61% lower cost per conversion. This insight allowed Big Green Egg to reallocate budget toward strategies that actually drove profitable growth.

24 %

increase in U.S. conversion rate year-over-year

21 %

increase in Canadian revenue within the first year

3.5 x

annual ROAS (128% increase YoY)

101 %

improvement in ROAS vs. Performance Max

By combining full-funnel strategy with disciplined human optimization, Alloy helped Big Green Egg outperform competitors with deeper pockets, proving smarter media beats bigger budgets every time.

We structured campaigns across three distinct phases. Awareness leveraged YouTube pre-roll, Google Display Network and audio through iHeartRadio and SiriusXM to reach new audiences. Engagement campaigns on Facebook, Instagram and Pinterest built community connections and showcased lifestyle. Sales-focused Google Ads and Shopping campaigns captured high-intent buyers and drove them to local dealers.

Territory-based optimization

With 13 territories spanning the U.S. and Canada, we couldn't apply a one-size-fits-all approach. Each market received customized flighting based on regional seasonality (grilling season varies dramatically from Texas to Ontario), product availability at local dealers and competitive dynamics. This granular approach ensured consistent brand messaging while maximizing local relevance.

BigCommerce integration & tracking

We implemented comprehensive tracking through BigCommerce to connect media exposure to actual sales, enabling real-time optimization decisions. This visibility allowed us to shift budget toward high-performing territories and channels while pulling back on underperformers — something impossible without proper attribution infrastructure.

Human-Led AI strategy

Rather than blindly adopting platform recommendations, we rigorously tested AI-driven bidding against human-optimized approaches. The data proved that for Big Green Egg's high-consideration purchase, human oversight delivered dramatically better efficiency. We leveraged AI for workflow efficiencies while maintaining human control over strategic optimization decisions.

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Big Green Egg

Outsmarting the competition to reignite growth for a 50-year-old grilling icon

We built a full-funnel media strategy that helped Big Green Egg reclaim market share and drive distributor sales across North America — proving that smart beats big when it comes to media spend.

How we helped

Full-funnel channel architecture

North American market orchestration

Lifestyle-driven storytelling

AI with human oversight