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," Barbeques Galore general manager of marketing, Mike Ainsworth says.
"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."
The strategy behind the platform was based on the human truth that although barbeques are 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," The General Store partner and CEO Matt Newell says.
"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."
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 people 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," The General Store partner and chief strategy officer Danny Lattouf says.
"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."
The campaign brings a light approach to a very relatable anxiousness people 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 says.
The campaign was directed by Dan Reisinger from Infinity Squared.
The brand platform launches this week across TV, online, radio, OOH and in-store.
Credits:
BBQs Galore
Angus McDonald - CEO
Mike Ainsworth - General Manager, Marketing & Customer
Noelle Alphonse - Marketing & Brand Manager
The General Store (Strategy & Creative)
Chris Scott - Creative Director
Steve Carlin - Creative Director
Darren Bailey - Producer
Harry Antonakos - Designer
Cameron Creagh - Editor
Olivia Kaufman - Group Account Director
Michelle Herfkens - Project Manager
Danny Lattouf - Partner & CSO
Infinity Squared (Production)
Dan Reisinger - Director
Chris Seeto – Producer
Kieran Fowler - DOP
Mike Price - Production Designer
Stevie Ray - Casting
Maria Papandrea - Costume
Brad Hurt - Editor
Marcus Timpson - Grade
VFX White Chocolate VFX
Neil Bailey - Stills Photography
Mark Brandis – Music & Sound Mix (Ism Studios)
Carat (Media)
Scott McCaffrey - Group Account Director
Amanda Florence - Client Manager
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