Weber is firing up grills (and appetites) across the UK, inviting everyone to ‘Discover Weber’.
Weber, a brand needing no introduction and currently celebrating its 70th Anniversary, is igniting the feeling of summer across Her Majesty’s queendom with the launch of its Discover Weber experiential campaign. As it’s BBQ season, Weber wanted to give people a taste of its latest product offering and create an opportunity for them to discover gas, charcoal and wood-pellet cooking, and in the process find their preferred method.
For the past 20 years Weber has been helping the nation feel at home behind the BBQ with its successful Grill Academy. This paid-for, four-hour Masterclass will turn any BBQ beginner into a master grilling chef. Our challenge was to translate this immersive branded experience into a five-minute, hands-on cooking demo that could be delivered at scale, and drive some hot demand for its innovative product range over the summer months.
In response, we created a simple but compelling invitation to ‘Discover Weber’. This entailed a nationwide call for consumers to partake in a free, five-minute Masterclass in how to cook the perfect steak, pizza or Beyond Meat burger – yip, BBQ pizza is a delicious thing. This is currently being rolled out across 200 pop-up locations around the UK over a 21-week period, making it Weber’s biggest experiential campaign to date.
Here’s how it works. To get your grill on, customers can choose between cooking pizza or a steak (shoutout to our partner, Beyond Meat, for taking care of our plant-based clientele). An expertly trained Grill Instructor then guides and oversees the experience, sharing the ‘Weber Way’ of cooking, along with some top BBQ tips. Instructors have the opportunity to engage with customers, understand their current BBQ setup and challenges, answer any questions, and help familiarise them with Weber’s range of products and accessories.
The campaign takes a multichannel approach, supported by in-store, social media, digital and PR to help drive awareness and get everybody to embrace the Weber Way of cooking this summer, and beyond.
It’s expected that a whopping 63,000 steaks will be grilled and 70,000 pizzas baked and enjoyed across just under 1200 activations over the course of the campaign. If you’d like to stake your claim to one of them or find out more information about the campaign, you can visit www.discover-weber.com. or just follow the delicious smell of BBQ smoke to your nearest Discover Weber Event.
Keen to cook up some brand magic together? Get in touch here, we’d love to share our recipe for success.