Weber campaign launches with subtle salute to Paul Hogan’s barbie
Weber has launched its next product range with a new campaign from recently appointed AJF Partnership and incumbent agency Starcom Adelaide.
And the creative is built around a salute to the most famous barbecue of all: Paul Hogan’s 1983 commercial, that promised visiting tourists that he’d throw ‘another shrimp on the barbie.’
AJF was appointed as the brand’s creative agency, following a competitive pitch, while Starcom Adelaide is the incumbent media agency.
The new campaign showcases Weber’s new range, aiming to maintain its leading position in market.
National marketing manager at Weber Australia and New Zealand, Daniel Pike, said: “There’s a preconception that barbecues are pretty one dimensional in what they can do, but this new Q range is so much more. 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,” Pike continued.
“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.”
Pike concluded: “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.”
Scott Walker, ECD at AFJ Partnership, said: “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.”
Starcom Adelaide’s client business director, James Parry, said the campaign “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 biggest reality TV juggernaut property, The Block,” he added.
The win comes after some people moves at the agency.
In July, AJF appointed Neville Doyle as its new head of strategy, however, last month, Bastion Creative nabbed the agency’s former senior leader Susan Bird as its new managing director.
The campaign is live across TV, online, video and social in Australia and New Zealand.
Credits:
Client: Weber
Director of marketing: Nicole Parker
National marketing manager: Daniel Pike
Creative agency: AJF Partnership
Media agency: Starcom Adelaide
Production company: Poppet
Director: Matthew McCaughey
Post production: Mr Fox Production
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
AJF
AJF Partnership
Daniel Pike
James Parry
Scott Walker
Starcom
Starcom Adelaide
Weber
Weber Barbeques
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