Big Green Egg is celebrating the memories made around live-fire cooking in its first major creative campaign from agency of record Tombras.
Titled “The Surprise,” the campaign shifts the focus from grilling itself to the family traditions built around it, positioning the iconic ceramic kamado grill as something that can be passed from one generation to the next.
The hero spot opens with a father surprising his daughter with a Big Green Egg as she moves into her first home. As she reads a handwritten note signed, “Surprise! From Dad,” she’s transported back to childhood memories of cooking together, revealing how those shared moments inspired her own love of outdoor grilling. The film closes with the line, “Some traditions are worth passing down.” Watch below:
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While Big Green Egg has long cultivated a devoted community of “EGGheads,” the campaign also reflects a broader business objective: introducing the 50-year-old brand to more women between the ages of 25 and 44 while remaining true to its loyal customer base.
“The work reframes outdoor cooking as something much bigger than preparing a meal,” said Michele Morris, Vice President of U.S. Marketing at Big Green Egg. “It’s about disconnecting from the noise, reconnecting with the people around you, and creating memories that last.”
Launching across connected TV, digital, social and print, the campaign is anchored by a :30 hero film supported by :15 and :06 cutdowns.
For Tombras, which won the account in December 2025, the campaign represents its first creative work for the brand. “The best brands don’t just make products. They become part of people’s stories,” said Charlie Andrews, Vice President and Creative Director at Tombras. “Big Green Egg has been doing that for generations. Our goal was to tell that story in a way that feels authentic to longtime owners while inviting a new generation to create traditions of their own.”
Rather than highlighting cooking performance or product features, “The Surprise” leans into emotion, presenting the grill as a family heirloom that carries traditions from one backyard to the next.
