The SteelFire Griddle by Solo

When it comes to innovation, Solo is not new to the game. Their smokeless fire pits set them apart and proved that they think outside the box. Now Solo is back with a new product, the SteelFire 28” Stainless Steel Griddle. We were tasked with introducing this product as the latest innovation from Solo and demonstrating how it will level up the way you cook.

We know that our target audience loves to take hosting to the next level, but they think of Solo as only a firepit brand. We needed to show consumers that Solo innovation expands beyond firepits and demonstrate the benefits of the new SteelFire 28” Stainless Steel Griddle. Solo’s latest innovation has led to a premium product that allows hosts to be the star of their backyard gathering.

Instead of just delivering traditional TV, our team took it one step further and pitched “cheftimonials,” in other words, a testimonial from a celebrity chef. The team was lucky enough to land Chef Steve "Nookie" Postal, best known for his appearance on Bravo's reality cooking competition Around the World in 80 Plates and as the owner of Boston’s beloved Revival Café + Kitchen. We were able to shoot two spots—one lifestyle-focused and one testimonial—all in one day. And yes, the food was as good as it looked!

This product launch has been hot, exceeding initial sales goals and generating a lot of positive coverage! We will be back when things cool down and the results are in.