RBH to Help Napoleon Capture Greater Market Share

RBH to Help Napoleon Capture Greater Market Share

Canadian-based global gas barbecue giant, Napoleon, has appointed RBH to create an integrated campaign aimed at raising brand awareness in the UK and driving traffic to its stockists.

Its high-end products – which retail from several hundred pounds to many thousands of pounds – are currently available in select retailers, including Harrods. However, as one of the market leaders in North America and many other global territories, the company is looking to stoke demand and expand its reach.

RBH Partner, Fizz Bingham, said of the opportunity: “We’re delighted to be involved in what is a very significant investment for Napoleon. They were totally honest about what they were and weren’t doing well in our market, which differs greatly from most that they operate in due to our unique climate and how it affects the barbecue culture here. To us, this signalled their sophistication and determination to be successful. It certainly made our job a whole lot easier.”

Creative director duo, Woody & Vinny, described the appointment as, “A hugely exciting opportunity to do what we do best as an agency – grow a brand with a big idea that flows right through a strategic communications mix. The product is absolutely there – the quality, functionality and aesthetic of the range is beyond question – but what we’ll be focusing on is attaching a personality that really resonates with the UK audience to get people asking for a Napoleon rather than stumbling upon one. Once we’ve created this demand, it’ll hopefully be reflected in the brand’s physical retail presence and momentum will build.”

Global Marketing Manager at Napoleon, Dave Coulson, stated: “We needed a UK partner who was capable of connecting with the audience in a way that only a locally-based agency can. Not only did RBH demonstrate an ability to do this, they presented us with a very clever way of turning the market’s particular challenges into a positive.”

The national campaign will commence around Easter 2017.

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