AJF wins Weber pitch, feeds Q’riosity

By AdNews | 17 October 2023

Weber is launching its next generation Weber Q range barbecues with a campaign from newly appointed creative agency, AJF Partnership, and media from incumbent agency Starcom Adelaide.

AJF Partnership was appointed by Weber to develop the new brand campaign, following a competitive pitch process.

 “The Weber is a truly iconic piece of kit, and to celebrate the launch of the new Q range we used a nod to our famous barbecue heritage. It demonstrates how our culture has evolved and pushed us towards new culinary horizons," says AJF partnership executive creative director Scott Walker.

Weber Australia & New Zealand national marketing manager, Daniel Pike, says there’s a preconception that barbecues are pretty one dimensional in what they can do.

"But this new Q range is so much more," he says.

"It’s capable of barbecuing, roasting, smoking, low and slow cooking, searing and baking – all housed in a stylish and modern shape.

“The Weber Q range is well loved across Australia and New Zealand, and we’ve ensured this new range offers enhanced features and benefits to keep the passion for the product and cooking on a barbecue.

“We wanted a campaign that demonstrated the range’s versatility but also connected with consumers passionate about the new world of food on the barbecue, in a fun and engaging way.

“We wanted to communicate that our range can offer cooking versatility to unlock a whole range of meals, beyond just chops and sausages! It’s been terrific partnering with the team at AJF and we are excited about seeing the campaign live in market.”

Starcom’s Client business director, James Parry, says the video-led campaign across TV, online video and social, showcases the wide possibilities of what can be cooked on the Weber Q, prompting people to "feed your Q’riosity".

"The campaign also includes partnerships where we will champion all tastes, such as during the Weber Women’s Big Bash League series this Summer, and Australia’s TV juggernaut, The Block," says Parry.

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