Carat urges audiences to fire up the barbecue.
Barbeques Galore’s new campaign Fire Up! coincides with Daylight Savings starting on October 3.
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 the brand and product as the Australian way to connect with the loved ones.
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 on October 3, when daylight savings starts in SA, Tasmania, Victoria, NSW and the ACT.
The campaign ends October 18. A national radio partnership with SCA will tap into audience passion points music and sport. The Story Lab is integrating Barbeques Galore into SCA’s Oztober music month on Triple M and running an integrated promotional campaign against the NRL Grand Final.
The partnership is 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.
Barbeques Galore GM of marketing & customer Mike Ainsworth says the campaign builds excitement in the leadup to summer:
“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.”
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
