Barbeques Galore plays with awkward moments and perfect steaks in first campaign from The General Store

An awkward moment at a company barbeque is the star of Barbeques Galore’s new campaign.

It is the first work from the company’s newly appointed creative agency, The General Store.

The new brand platform, ‘Now You’re Cooking’, has also launched with the campaign, positioning the Barbeques Galore as the destination barbecue retailer, catering for experienced chefs to anxious beginners.

Barbeques Galore general manager of marketing, Mike Ainsworth, said The General Store understood the brand’s ambitions.

“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,” he said.

Matt Newell, partner and CEO at The General Store, said: “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.”

The campaign was directed by Dan Reisinger from Infinity Squared, who said the stars had aligned for this campaign following his return from Los Angeles.

“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,” Reisinger said.

Partner and chief strategy officer of The General Store, Danny Lattouf,
said: “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.”

The campaign is launching on TV, online, radio, OOH and in-store.


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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