Ace wanted to reach a younger, more male-focused audience during key grilling season to highlight their impressive offerings and showcase that they’re more than just hardware tools - while still infusing their helpful service into the mix. So, MULTIPLY leaned in on the data that males <3 YouTube videos and executed a partnership with culinary YouTuber and Ace fan Andrew Rea of Binging with Babish to fire up the grill.

A culinary guru with a sarcastic sense of humor and an audience of over 3 million YouTubers, Andrew delivered his first-ever Basics with Babish episode in the great outdoors as he smoked, grilled and served up delicious food using Ace’s cadillac grills - a Weber grill and a Traeger smoker. Throughout the episode, an Ace associate was available to share grill tips. One week later, Andrew featured a “cook-along” episode on his Twitch channel, which was broadcast to Twitch’s homepage and became his most-watched episode to-date.