Kingsford just launched its latest summer campaign, enlisting the help of renowned football player Jason Kelce to star in a sizzling new spot.
The initiative, titled "King of the Grill," sees Kelce outside of the pitch and in his backyard to grill and smoke meats with long-time brand partner Vince Wilfork, who welcomes him to the grilling family.
"Now that I have more free time, I'm excited to move into this next chapter with Kingsford," Kelce said.
The former Philadelphia Eagles center continues by recalling his memories with his dad, who taught him how to grill using Kingsford and make his famous wings.
![Jason Kelce for Kingsford Jason Kelce proclaims he's "King of the Grill" for Kingsford.](https://media.designrush.com/tinymce_images/653746/conversions/jason-kelce-for-kingsford-content.jpg)
Throughout summer, Kelce and Wilfork will participate in a series of marketing initiatives for the brand, which includes exclusive recipes to show customers how they too can be the "king of the grill."
"For those who are used to being the best at everything they do, they know that to be the best, you have to work with the best, and that's why we grill with Kingsford,"Wilfork said in a statement.
Whether it's their first time using charcoal, or the "neighborhood's grilling All Star," the former nose tackle believes Kingsford has everything you'll need to be a "barbecue legend."
Kelce Becomes the King of the Grill
The 90-second hero spot kicks off with Wilfork grilling meat in Kelce's backyard without his knowledge.
Confused, Kelce calls him out upon seeing him, "Hey man, what are you doing back here?"
Willford responds by tossing him an apron and welcoming him to retirement.
"We don't wear shirts, Jason," Wilfork follows, as the two get to work.
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They start the fire, load up the charcoal, and "smell the greatness" once it starts heating up.
Excited over their cookout, Jason already declares himself the "King of the Grill," but Wilfork believes he still has a lot to learn.
Like a teacher and his student, Wilfork tutors Kelce on the grill's ways, which include dancing and talking to his Kingsford, cradling a bag of charcoal, using the right tools, exercising patience, and most importantly, having a good time.
"Now you're ready," Wilfork tells Kelce, as he hands him the tongs and puts on him the "King" dad cap.
The spot ends with Kelce declaring, "I'm King of the Grill!"
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Editing by Katherine 'Makkie' Maclang