Compared to the other EU countries this American BBQ maker has the lowest market share in the Netherlands and want to increase sales.
Approach:
Analysis of market share and target audience buying motivation. Key findings; Dutch BBQ culture has high seasonality due to the weather. They only use their BBQ on average 4x a year
Solution:
I have created a concept for a 4 season cross media campaign
Promo BBQ special poncho
Queenday
Concept themes;
“Maxima-al voordeel”
“Royaal genieten met de Queen Weber BBQ”
Summer camping campaign
Concept theme;
“Weber BBQ gaat overal mee naar toe”
Boy holding his Weber BBQ instead of his teddy
Start of Winter campaign
Concept themes;
“Er is altijd een reden voor een Weber Party”
“Sneeuw/winter is geen BBQ bederver”
“Zelfs in de winter wordt BBQ-en een feest!”
