Big Green Egg has been focused on repositioning the brand. Their first campaign with new agency Tombras is focused on women grillers, MediaPost reports.

The company is launching a new ad campaign aimed at those between 25 and 44, a group that has revealed herself as “a magic maker of sorts,” says Michele Morris, vice president, U.S. marketing. “She’s the one who cares about memories, experiences and the details of bringing peopletogether.”