Following the successful launch of their Outpost Grill Grate accessory, Breeo, the originators of the smokeless fire pit, wanted to relaunch their flagship product: the X Series. The redesigned fire pit was more durable, more conducive to over-the-fire cooking, and now came in a larger 30” option. Breeo needed help getting the word out at a time when smokeless fire pits were trending, and everybody and their neighbor were spending more time in their backyards because of the Coronavirus pandemic.
Relaunch a marquee product and celebrate the 10 year anniversary of Breeo’s innovative, smokeless technology. Breeo was in the process of making key improvements to the original X Series fire pits just in time for the big anniversary and needed help getting the word out. Needless to say, it was an ideal time to amplify media relations efforts surrounding the X Series and the technology that makes it so unique.
Gunpowder’s PR team quickly got to work to raise awareness for the newly relaunched X Series. The team devised a media outreach strategy that hinged on seeding to a variety of top-tier media contacts at outdoor, food, home & garden, men’s/women’s interest and lifestyle publications. Seeing is believing—and by getting product into the hands, or in this case backyards, of media who could experience the quality craftsmanship, durability and over-the-fire cooking capabilities first hand, they would truly appreciate and write about the X Series as the best smokeless fire pit on the market. To further ignite the story behind the 10th anniversary of Breeo’s smokeless technology, Gunpowder created an opportunity for media to experience it firsthand in the heart of Music City – at an exclusive anniversary event. Media attendees stayed at the famous Urban Cowboy B&B and enjoyed an unforgettable open-flame culinary experience. The event included a happy hour around Breeo’s lineup of fire pits, fireside conversations with Co-Founder Jonathan Miller and over-the-fire cooking demos by Pro Team members before heading home to test them out on a new, personal Breeo X Series. Attendees included journalists from Men’s Journal, Forbes, Conde Nast Traveler, Food52, allrecipes and more.
Within a 12-month period, Gunpowder secured 80+ placements for more than 6 billion potential impressions from publications including USA Today, Men’s Journal, Good Housekeeping, Outside Magazine, The New York Times, Rolling Stone and more. With all of the media coverage that the team secured through seeding fire pits and the 10th-anniversary media event, Breeo gained credible third-party endorsements of the product that consumers could use to inform their decision when purchasing a backyard fire pit.
