Lurking in Kitchen Hoods: Beware of the Grease Goblin!
ToriStar casts a creative spell to expose the sticky menace hiding above the line—spooky, slippery, and ready to ignite.
Every kitchen has its villains. Ours happen to be made of grease.
Client: Kitchen Guard (National Fire Prevention Month)
Creative Agency: ToriStar Media
Art Direction: Starlyss McSlade
Strategy: Milton Stephens
Tone: Cinematic • Industrial Heroism • Humor with Authority
Turning Real Photos into a National Narrative
Kitchen Guard’s national campaign required the use of authentic franchisee photos — real kitchens, hoods, ducts, plenums, and rooftop fans from across the country.
These weren’t polished studio shots — they were raw, unfiltered, and alive with the grime we had to transform into story.
Cinematic Fire Safety Meets Creative Storytelling
Instead of hiding the dirt, we used it as the stage.
The grease became Goblins. The buildup became its lair.
Each imperfection was an opportunity to bring the Grease Goblins to life — and show Kitchen Guard as the hero restoring balance.
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31 Days of Fire Prevention Education
Every day in October, followers met a new Fire Prevention Tip — told in the voice of the Grease Goblins and Kitchen Guard experts. The mix of humor, education, and cinematic imagery turns safety into daily storytelling.
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The Goblins Files: A 4-Part Email Series
The campaign rolled out through a cinematic email sequence — each message built anticipation, education, and engagement.
- Launch: Don’t Let Grease Goblins Haunt Your Kitchen
- Reminder: The #1 Cause of Restaurant Fires (and How to Stop It)
- Education: 31 Days of Fire Safety Tips
- Final Push: Kick Grease Goblins Out
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Taking the Message Beyond the Screen
Flyers, Direct Mailers, Zoom, and PowerPoint backgrounds — each piece carried the same heroic narrative and cohesive design language.
The Goal: make every franchise touchpoint — from staff meetings to customer mailers — a chapter in the Fire Prevention story.
Grease Defeated. Message Delivered.
The Fire Prevention Month campaign didn’t just raise awareness — it transformed how Kitchen Guard tells its story.
Today, the Grease Goblins are more than characters; they’re symbols of what happens when creativity meets purpose.
ToriStar Media — Strategic. Creative. Impactful.
