Char-Broil Names The Variable Social Media and PR Agency of Record


North Carolina-based agency will integrate social media and PR into existing creative and media strategy for leading grill manufacturer


WINSTON-SALEM, N.C. – Dec. 11, 2018 – Char-Broil®, a leading manufacturer of charcoal, gas, and electric outdoor grills, smokers, fryers, has named The Variable its social media and public relations agency of record, following a competitive pitch. The Variable, an award-winning business growth company and ad agency based in Winston-Salem, N.C., began its relationship with Char-Broil as creative agency in 2016 and picked up media duties in 2017.

Leveraging an integrated mix of owned, earned, paid and shared media, The Variable will continue to build upon Char-Broil’s position—one created in 2018 in partnership with agency—as makers of “The Most Forgiving Grills on Earth™.

“We continue to be impressed with the work The Variable does for our brand when it comes to strategy, creative and media, and we are excited to now work directly with them on social media and PR efforts,” said Paige Farrow, senior director of marketing at Char-Broil. “They are an eclectic team of hardworking, passionate individuals who challenge us and help us create ideas that have helped to truly differentiate our brand and drive real value for our business.”

“We are extremely proud to continue growing our relationship with Char-Broil,” said David Mullen, partner and president at The Variable. “By adding social media and PR to the work we are already doing for Char-Broil, we’ll be able to help them develop a truly integrated communications strategy–one that will continue to push new boundaries in a very competitive landscape.”

In addition to Char-Broil, The Variable will handle social media and PR for Char-Broil’s sister brand, Oklahoma Joe’s®, and its line of high-end smokers and accessories, along with PR duties for premium grill manufacturer, SABER® grills.

Key leaders on The Variable team responsible for social media and PR include Kelley O’Brien as group account director, social media, and Scott Moody, PR account director. O’Brien is former director of social media at Krispy Kreme, where she helped establish the brand as a leader in the social space; Moody spent the last four-plus years at EP+Co, handling PR duties for clients like Denny’s and Bojangles’.

For more information on The Variable, visit