Grill Academy Roadshow
Serving up the sizzle with Weber’s largest experiential campaign to date.
Weber wanted to give the UK market a taste of its latest innovations and boost sales ahead of BBQ season. Our challenge? Adapt Weber’s 4-hour Grill Academy Masterclass into a 5-minute brand experience that could be delivered at scale. We answered by creating the Discover Weber experience – a nationwide experiential campaign that treated people to a free, hands-on demo on how to cook the perfect steak or pizza. In the process, they discovered just what’s possible with Weber. The campaign was rolled out across 200 locations over 20 weeks, making it Weber’s biggest experiential activity to date.
Solution: Weber wanted to give the UK market a taste of its latest innovations and allow them to trial gas, charcoal and wood-pellet cooking methods, boosting sales ahead of summer – prime BBQ season. For the past 20 years Weber has been running its Grill Academy, a masterclass in all things grilling. Our challenge was to adapt this paid-for, immersive brand experience into a series of intimate, micro-events that could be delivered on a massive scale.
In response, we conceptualised the campaign platform, Discover Weber, calling all potential grillers to learn the BBQ basics with a free, 5-minute Weber experience. Participants were guided by a master griller on how to cook the perfect pizza or steak, allowing them to discover their preferred cooking method and, in the process, just what’s possible with Weber.
Creating the connection: The Discover Weber campaign was rolled out nationwide across 200 locations over 20 weeks, in Weber’s largest experiential activity to date. With a whopping 63,000 steaks grilled and 70,000 pizzas baked, the campaign delivered on both quantity and quality, igniting interest and leaving our audience hungry for more with over $1 million is retailer sales reported.
42k+ opt-ins to future comms from Weber
$1m+ in retailer sales reported