With premium products stretching into the many thousands of pounds, Napoleon Grills is one of the planet’s biggest barbecue brands, yet relatively unheard of in Britain. Keen to ‘break’ the UK, they turned to us to devise an effective strategy.
The UK is the second-largest market in Europe for convertible cars despite having one of the wettest climates, so we leveraged a clear desire to make the most of the sun by turning a potential negative into a positive.
We created a campaign called #SeizeSummer which leveraged both the brand name and the key insight, calling target consumers to make the most out of the limited sunny days. This was rolled out across digital, press, print, POS and social.
The campaign was a resounding success as Napoleon ended the year with a 29% uplift in sales YOY.