Traeger: Tastes Like Gas by Genpop

Wood-fired BBQ just tastes better than the charred stuff grilled on your standard backyard gas grill. With that in mind, Traeger decided to take a humorous jab at the gas grill market, with its 'Tastes Like Gas' ad within its 'Try it on a Traeger' campaign.

The goal of the campaign was to encourage grillers to question propane as the status-quo and to highlight Traeger’s position as the original and best wood-pellet grill available. To do so, the Traeger team collaborated with Nate Morley, Public Address, and Los Angeles-based GenPop, who has worked with big names like Marvel and Beyonce, to make the vision come to life.

Using clever word play, Traeger ensured the content highlighted as many of Traeger’s advantages as possible. The tongue-in-cheek “tastes like gas” line hooks the viewers’ attention, while informing people that there are much better tasting options in the grilling marketplace.