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.