Weber

Challenge

Grilling isn’t something people do year-round. It shows up in moments. The first warm weekend. Long weekends. Having people over.

For Weber, the challenge wasn’t just the competition. It was staying top of mind in a category where people don’t shop often, while also helping new buyers figure out what to buy across a pretty wide range of products.

Solution

Instead of leading with products, we focus on the moments that make people want to grill in the first place. We built a media approach around how people actually behave during grilling season.

That meant reacting to things like weather, long weekends, and everyday signals that someone might be ready to fire up the grill.

– Media adjusted based on weather targeting
– Audience segmentation mapped specific products or categories to distinct grilling personas
– Influencers and social content focused on real hosting and cooking moments

Across two years, we created a scalable content system:

– 100+ assets across English and French
– Spanning video, display, social, and CRM
– Supporting three product launches and two product refreshes 

All unified under a single idea: making Weber synonymous with the moments that bring people together over food.

Results

By aligning media with real-world behaviour, we expanded Weber’s measurement beyond traditional digital metrics, capturing both in-store visitation and online retail performance for the first time.

– Up to 18x ROI from our media spend
– Sales growth across all product lines
– Increased visibility across both physical and digital environments

More importantly, Weber didn’t just maintain leadership position, it reinforced its role as the brand that defines grilling season in Canada.