New Barbeques Galore Campaign
After months in the making, Aussie retailer Barbeques Galore will launch their new brand campaign on Monday next week, encouraging consumers to “buy a BBQ you’ll actually love”.
Set to the lonely heartbreak anthem All By Myself, the film brings to life the pride you feel when you use a barbeque you love year after year, compared to one that barely serves a utilitarian purpose.
Within the story, a lonesome barbeque watches enviously through a neighbouring fence as a superior Barbeques Galore product is shown endless love and appreciation by its owners.
“The team really pushed us outside our creative comfort zone, finding a humorous way to balance a multitude of complex competitive value messages in the barbeque category,” said Barbeques Galore’s General Manager of Marketing and Customer, Mike Ainsworth.
“Being Australia’s first choice for barbeques is something we are focused on protecting.
“The new campaign seeks to uniquely articulate our message of quality and value, especially in this challenging economic climate. Buy a barbeque you’ll love at a price you’ll love – that’s value!”
The campaign was six months in the making, as the team progressed through creative development, music track negotiations and production.
They wanted to plant the seed that there are poor quality barbeques out there, people need to be aware about the products they are buying in a split-second decision online or at the hardware store.
“This tongue-in-cheek love story is a tribute to every Aussie who loves their barbeque. They are the true champions of Barbeques Galore.
“I’m really proud of where the work has got to after a long journey.
“I’d just like to thank everyone from agency to client for helping make it happen, especially everyone in the production stages, pulling favours and working long hours to craft such a memorable campaign.”
“Barbeques Galore has undergone a major brand journey in the last few years and we really value our partnership with the team, who have helped us redefine who we are through their strategy and creative work,” said Ainsworth.
“This latest campaign is taking us to the next stage of that journey together and there’s plenty more to come.”
The ‘Buy a BBQ you’ll actually love’ work will soon feature across a number of executions including out-of-home, social, display, radio, television and online.
