Weber Spring Start

To elevate Weber's annual 'Spring Start' promotion, which featured a free poultry roaster with the purchase of a compatible barbecue, we built a social & PR campaign that aimed to influence BBQ culture in the UK and unlock the joy of cooking family favourites outdoors.

As part of the project, we put the traditional Sunday roast through its paces and showed consumers how easy (and delicious) barbecuing your Sunday lunch is – building their confidence to push beyond perceived limitations.

This was kicked-off by Jamie Oliver who created a delicious roast chicken on a Weber barbecue before passing over to our army of foodie influencers to show their own twists. This delivered a range of videos which showed the Weber’s poultry roaster in a new light, from traditional lamb favourites to vegan alternatives.

Alongside this, we also commissioned a survey that looked at the nation's habits when it comes to cooking Sunday roasts, demonstrating how our taste buds are evolving when it comes to the great British tradition.

The Results
- 9 influencer / ambassador videos
- 4.6 million video views
- 85k engagements with a 2% engagement rate
- 10k clicks to Spring Start promo page
- 6.3 million people reached in PR coverage