There are so many different ways to cook outside now. It used to be that you just had to choose between the flavor of a charcoal grill or the convenience of gas.

Then griddles came into the mix over the past handful of years and added another variable to the equation. It’s restrictive to choose but expensive to have all the outdoor cooking tools. Or is it? Charbroil is changing the game with their latest grills that offer all the cooking options in one grill.

Grilling has traditionally forced consumers to choose between a gas grill, a griddle or a charcoal grill. Our 3-in-1 functionality eliminates that compromise, allowing grillers to cook all three ways on a single grill without sacrificing performance or space.

Tom Penner, Group President of Outdoor Brands, LLC

Cooking versatility is a consumer need that Charbroil spotted and is really leaning into. It was one of the core subjects that I discussed with Tom Penner in an interview in the summer of 2024.

They’ve continued to lean into versatility with all of their recent product releases. Take the Versa-Tile for instance, it’s a griddle that can also grill, turn into a pizza oven, or cook with a wok. It’s a very original concept that brings value to the consumer.

Another example is the Bistro Pro, a little grill for the patio that’s electric but also can cook with charcoal. It makes it so the consumer doesn’t have to choose and sacrifice.

On their main product, the gas grill, cooking versatility really comes through. Their Pro Series is a gas grill that comes with a nice griddle, and you can cook with charcoal. They were able to have all those cooking options in a grill with a very approachable price tag.

They have the grill and now they’re getting the word out with a marketing campaign focused on cooking versatility. The campaign is titled “3-in-1 Grilling Starts Here” and which shows the grilling options and the value it brings.

The new campaign was developed in partnership with creative agency The Variable, it will run across streaming, social, digital video, and retail media channels.