CASE STUDYMARKETING FOR NEXGRILL

about the client

Nexgrill Industries, Inc., is an expert in the fabrication of stainless steel, cast aluminum, cast iron and alternate material products. Their core products are gas

grills and patio heaters at all price points. They supply products to national and international brands, including Lowe’s, Sam’s Club, Home Depot, Sears and

Costco. Nexgrill recently partnered with KitchenAid® to supply a new line of grills under the KitchenAid brand.

capabilities: market research and strategy talent recruitment video production copywriting storyboarding

web design and development location scouting original music scoring custom photography

the scenario

Nexgrill and KitchenAid partnered to offer

a new line of high-end outdoor grills. To

help KitchenAid effectively position their

grill line in a competitive market (i.e.,

Weber®, GrillMaster® and others), Nexgrill

approached Proforma to develop high-end

lifestyle and product videos and develop a

new website.

the solution

Proforma began with an initial discovery session with the client to determine their specific needs and

goals, and to gain a better understanding of their product and demographic. The client was uncertain

if their target market has changed. While KitchenAid consumers are primarily female, they determined

research of the grill demographic would be critical in brand positioning, messaging and design. Proforma

performed market research to hone in on the grill line’s audience, its needs and buying preferences. This

served as the launching point for the video concepts. Proforma developed scripts and storyboards for

each of the videos (one lifestyle and five product videos), and scouted and secured locations and talent

aligned with the target market. Proforma shot on-location for the lifestyle video and at the Nexgrill studios

in California to acquire all necessary footage for the product videos. Proforma’s web team designed and

developed a website with a clean, simple, intuitive design that would help position the grills above the

competition, while aligning with the overarching KitchenAid website and brand. Proforma also created an

extensive library of custom photography that showcases the high-end details each grill offers. The final

products resulted in compelling video and an online experience that sells the lifestyle of a KitchenAid

grill, helps the target consumer make the right KitchenAid grill section, and supports assembly and FAQs

following the sale.

KITCHENAID GRILLS WEBSITE

VIDEO PRODUCTION

CUSTOM PHOTOGRAPHY