## Current Establishes a New Outdoor Electric Cooking Category

Current® is an exciting new brand from W.C Bradley, the parent company of well-known outdoor brands like Char-Broil® and Oklahoma Joe’s®. It was founded to usher in an entirely new category of outdoor cooking: all-electric. With a stunning product line designed for tech-forward, sustainability-minded home cooks, Current nevertheless faced a challenge: how to convince consumers (and media) that electric cooking delivered the same sizzling heat and delicious flavor as gas.

Firebrand’s experience in building awareness and preference for new technologies and brands proved an excellent fit. We knew that the media would be skeptical about covering a new category. So we focused on telling stories that would align with the stories they already wanted to write – or, as we put it, have strong Message-Media Fit – while also nurturing the reviews process to educate reporters and optimize the outcome.

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