Barbeques Galore is turning up the heat with a new brand platform to help consolidate its position as the country’s leading specialty barbeque retailer.
The platform Now You’re Cooking was developed by its newly-appointed agency, The General Store.
“We hired The General Store for a discrete strategy project and the relationship evolved from there. They were quick to understand our business, our ambition and our culture. And their level of expertise in retail and creativity has proven to be a huge benefit,” Barbeques Galore General Manager of Marketing, Mike Ainsworth said.
It was a strategy based on the human truth that although barbeques are such an iconic part of being Australian, there’s much anxiety about cooking the perfect steak and mastering barbeque hosting.
“We are thrilled to be appointed as Barbeques Galore’s strategy and creative agency. It’s a great win and a huge testament to our team who have not missed a beat, continuing to develop the work during lockdown,” Matt Newell, Partner & CEO at The General Store said.
The new brand platform was designed to amplify Barbeques Galore’s position as the destination barbeque retailer. With the combination of the best range of world class brands, great pricing as well as industry-leading expertise, Barbeque Galore’s new brand platform promises to take us from anxious chefs to barbeque legends in no time.
“The barbeque category has changed a lot in the past five years, with new brands and changing distribution strategies within the category. It’s been wonderful to work with the exceptional leadership team at Barbeques Galore to develop a new strategy that is being rolled out across the entire business,” said Danny Lattoud, The General Store’s partner and chief strategy officer.
The campaign brings a light approach to a very relatable anxiousness we all feel when standing in front of the BBQ. Using the humour to arrive to inspire the confidence that with the right equipment and expertise — as offered by Barbeque Galore — Aussies can master the art of barbequing and become a ‘BBQ Legend’
“At the heart of this new strategy is creatively exploring imperfect human experiences with barbeques, with the brand providing tongue in cheek empathy towards Aussie’s love of barbequing,” Lattouf said.
The campaign was directed by Dan Reisinger from Infinity Squared. Having just returned from a stint in Los Angeles, Dan says “Every now and then the stars align with: great creative written by a brilliant agency, a brave client that gets it, a famous Australian comedian for the VO and a talking steak. Im beyond excited to share this job!”.
The brand platform launches this week across TV, online, radio, OOH and in-store.
