Grill Jam - Ninja Outdoors
Grill Jam captures the best Summer has to offer—combining hot food and cool music. Part food truck. Part BBQ. Part party bus. Part concert. All Ninja.
Background & Objective
Ninja, a brand traditionally known for kitchen appliances, was entering a new category: outdoor grilling. The goal was to build awareness and credibility in a highly competitive space while staying true to Ninja’s innovative identity. Our objective was to create a bold, high-impact campaign that would spark attention, drive brand affinity, and ultimately move the needle on purchase intent for our new outdoor grill line.
The Big Idea
Grill Jam was Ninja’s first-ever two-city outdoor activation—designed as a full-sensory brand experience. Think block party meets backyard cookout. With food, live grilling demos, music, influencer engagement, and giveaways, we brought the brand to life in an authentic, energetic way.
Execution
Cities Activated: Toronto & Montreal
On-the-Ground Experience:
Live cooking and product demos
Branded giveaways
Music, food, and community vibes
Digital Amplification:
Presence across Amazon, Fire TV, TikTok, Meta (Instagram/Facebook), Spotify, live TV segments and more.
Campaign ran May–August 2024
Digital creative focused on storytelling, product education, and fun summer energy
Results
Event Attendance: 15,000+ across both activations
Digital Reach: 14M+
Click-Through Rate (CTR): 0.32%
Brand Impact:
Boost in brand awareness and favorability
Positive shifts in consumer attitudes and purchase intent
Strengthened equity in key target demos, especially in positioning Ninja as not just a value brand but a lifestyle-driven one
Why It Matters
This campaign marked a significant evolution in Ninja’s brand storytelling and channel execution—and was a first-of-its-kind activation for the Canadian market. Our team had never undertaken an outdoor experience of this scale before. By creating a highly immersive, in-person event and pairing it with wide-reaching digital media, we successfully introduced Ninja’s outdoor grills with both flair and substance—meeting audiences where they were, both online and in real life. It was a bold step that not only launched a new product line but also expanded what the brand could be in the eyes of Canadian consumers.
My Contribution
As the Creative Manager/Director, I played a central role in shaping the tone, messaging, and visual identity of the Grill Jam campaign. From concept to execution, I worked closely with cross-functional teams to ensure our creative aligned with strategic goals and resonated with our audience. I helped craft the brand narrative, oversaw the development of key assets across digital and experiential touchpoints, and ensured consistency in voice and design across all platforms. This campaign was not only a showcase of our product, but of our personality—and I made sure that came through loud and clear.