With store closures, COVID-driven reduction in traffic and winter combined, the new campaign “Fire Up!”, coinciding with daylight savings and longer days, is aiming to create excitement at the thought of getting back in front of the barbeque.
With restrictions beginning to ease across the country and with summer fast approaching, what better time to connect with family and friends than the return of the barbeque season, as we celebrate the longer days and sound of lawn mowers.
Carat, in in partnership with Dentsu’s content & integration specialists The Story Lab, was tasked with making Barbeques Galore the preferred brand for audiences and showcasing their brand and product as the Aussie way to connect with the ones you love.
The media approach was guided by building brand salience through connection-based symbols to create synonymity with the brand and barbeque lifestyle category.
Carat is urging audiences to fire up over the unofficial launch of barbeque season. A national radio partnership with SCA will tap into audience passion points, music and sport.
The Story Lab are integrating Barbeques Galore into SCA’s Oztober music month on Triple M, and running an integrated promotional campaign against the AFL and NRL Grand Finals.
This partnership will be underpinned by a multimedia mix strategy covering off broadcast TV and radio, dynamically triggered digital large format, catalogues, and localised street furniture.
Carat used a full funnel approach across digital activity including BVOD, YouTube Shopping, Native, Display, Search and Social to highlight the range and expertise of the products available through Barbeques Galore.
“The Fire Up! campaign plays an important role in generating momentum ahead of summer, and really lifting brand awareness, and driving action and brand preference. All at a time where we continue transforming our stores, investing in our brand, improving our digital capabilities, and launching more innovative and exclusive products,” said Mike Ainsworth, GM of Marketing & Customer at Barbeques Galore.
CREDITS
Carat Team
Scott McCaffrey – Client Partner
Aaron Carpenter – Digital Director
Amanda Florence – Client Manager
Anna Ranford – Client Executive
Sorcha Doran – Programmatic Director
Erin Hunter – Content & Partnerships Director
Jay Patel – Strategist
Barbeques Galore Team
Mike Ainsworth – GM Marketing & Customer
Noelle Alphonse – Brand Manager
Alyssa Gardiola – Partnerships and Social Specialist
Naomi Wise – Communications Coordinator
Karen Vien – Marketing Administrator
Pascal Akenson – Designer
Partners
The General Store – creative
Originally published on B&T here.