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Outdoor Brands, LLC Strengthens Agency Partnerships

In a recent announcement, Outdoor Brands, LLC has unveiled an expanded agency model that aims to ignite growth within its outdoor cooking portfolio. This portfolio includes well-known brands such as Pit Boss, Charbroil, and Oklahoma Joe's. This strategic initiative follows a thorough review of its agency partners and aims to set the stage for an innovative approach to market presence, particularly as the popular grilling season approaches.

The company has appointed The Variable as the Lead Creative Agency and Acadia as the Lead Media Agency for the 2026 season. Furthermore, they will continue their public relations collaboration with Gear Communications, which has served as their agency of record since January 2025. This alignment of agencies highlights Outdoor Brands' commitment to enhancing brand recognition and driving sales as they adapt to the evolving outdoor cooking market.

“Outdoor cooking is evolving quickly, and our brands are growing with it,” remarked Thomas A. Penner, Group President of Outdoor Brands LLC. He emphasized the necessity of uniting creative storytelling with performance media to achieve measurable outcomes that resonate in today’s retail landscape, whether in-store or online.

The Variable's Role

The Variable will take charge of creative development aimed at bolstering top-of-funnel awareness. Their responsibilities will include intensifying retail conversions as the highly anticipated 2026 grilling season unfolds. Initial focal points for The Variable include launching Charbroil's innovative 3-in-1 platform and propelling the next phase of brand evolution for Pit Boss.

Acadia's Media Strategy

On the media front, Acadia will spearhead the overall media strategy, overseeing investment in various channels including national, digital, and retail media networks. These networks encompass major platforms like Amazon, Walmart, The Home Depot, and Lowe's. The aim is to optimize media efforts to create direct connections between increased awareness and tangible sales performance.

Gear Communications

Continuing its role, Gear Communications will be pivotal in executing earned media strategies. This will involve enhancing product visibility and storytelling that emphasizes innovation, thereby strengthening the credibility of the brands and building momentum across the Outdoor Brands portfolio.

By integrating these strategic partnerships, Outdoor Brands intends to focus on a clear objective: accelerating consumer demand and fostering retail growth through a cohesive and synchronized approach. As they gear up for the 2026 grilling season, these strategic steps are crucial for enhancing their market position and capturing a larger share within the outdoor cooking segment.

About Outdoor Brands, LLC

Outdoor Brands, LLC operates as the outdoor cooking branch of the W.C. Bradley Co. This company oversees prestigious brands including Charbroil, Pit Boss, and Oklahoma Joe's, all of which boast a rich legacy started in 1948 when the W.C. Bradley Co. launched the original charcoal grill under the Charbroil name. By consolidating their expertise under Outdoor Brands, LLC, these brands can maintain their unique identities while enjoying the strategic advantages of collaboration. With a strong emphasis on innovation, performance, and enhancing outdoor living experiences, Outdoor Brands, LLC is dedicated to providing exceptional value through memorable experiences and effective solutions every day.