Rockwood Charcoal

Brand Strategy + Copywriting

Rockwood is all-natural lump charcoal made from 100% Missouri hardwood, unlike the charcoal briquettes or match-light charcoal you typically see on the shelves. We liked the idea of Rockwood as the brand of choice for barbecue champions, or anyone who has ever wanted to cook like one. Hence the tagline: "Smoke the Competition."