Weber, the world’s best-known brand in barbecuing, has been promoting the launch of its new grill, Pulse, with a European roadshow appearing in 17 separate cities in 10 countries over 12 weeks.

Created for Weber by London-based brand activation agency, A Little Bird, the European roadshow was designed to deliver a world-class barbecue experience to thousands of consumers across the 17 cities, centring on a converted double decker bus which will be visiting countries including Austria, Denmark, Germany, Italy, the Netherlands, Norway, Sweden, Switzerland and the UK, finishing this week in France.

Although the Weber campaign is globally consistent, the roadshow will adapt to different communities and lifestyles, ensuring cultural relevance and local connection. The 17 cities, and 10 countries, being visited have different needs and preferences when it comes to barbecuing.

Components of the bus include a Weber Pulse product showroom, back-of-house kitchen, an arrivals bar area, top deck dining terrace for 12 seated customers with a moveable table, three cooking stations and service area. Visitors can take advantage of the showroom with a full range of Pulse accessories and screens to interact with. Guests can spend time with Weber specialist chefs on the upper terrace to indulge in regional dishes cooked over the three Pulses.

Each market had three live scheduled days to activate the Weber Pulse bus and used it to support store openings and specific retailers. George is also visiting festivals and busy city hubs.

To build on the experience, each market will take an integrated comms approach to promoting the bus locally, supported by social activity and private dining experiences, either through sign up or competition.

Tim Solano, Managing Partner of A Little Bird, says: “Since we started working with Weber we have encouraged the brand to take a global consistency approach, adding flexibility and adaptability to meet local nuances of the markets we are targeting.”

A Little Bird is a brand activation agency working across the UK, EU and US. Clients include Bacardi-Martini, Weber, LEGO, Gressingham Duck, Gruppo Campari, Sperry, The Body Shop and Botantic Labs.

Weber-Stephen Products LLC, headquartered in Palatine, Illinois (USA), is the world’s leading manufacturer of charcoal, gas and electric grills, grilling accessories and award-winning cookbooks and mobile applications.

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The UK’s biggest selling healthy biscuit brand, belVita, is launching a new on-pack promotion offering consumers the chance to win one of over 1,000 NutriBullet juice makers so they can create juice and smoothie recipes to complement their belVita breakfast biscuit.

To be entered into the weekly prize draw for the chance to win a NutriBullet, shoppers have to buy a belVita promotional pack, visit www.belvitaprize.co.uk and enter the barcode displayed on their packet.

Susan Nash, Trade Communications Manager at Mondelez, says: “Breakfast is an incredibly important meal; this competition aims to drive additional excitement and sales to the range.”

The competition aims to drive additional sales for belVita, which is now worth £76m in retail sales value according to Nielsen figures, and seeks to drive trial and penetration, bringing new consumers to the brand and encouraging frequency in existing shoppers.

The promotion is running in the UK and Republic of Ireland and is open to anyone aged 18 and over. The promotional period is from April 2nd to July 8th 2018. There are 14 weekly draws with up to 72 Nutribullet 600 models available to be won each week, with a final wrap-up draw for entries received after the end of promotional period and before September 9th 2018, with up to 42 Nutribullet 600 models to be won.

There is a No Purchase Necessary route for Northern Ireland residents, to conform to local gambling laws.

The belVita brand is owned by Mondelēz International, the global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.

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