Weber launches festive season campaign

The barbecue experts at Weber® have developed a winter product line-up to provide additional sales and revenue opportunities for retailers. The range of Weber barbecues, accessories and tools ensures that there is a suitable gift for everyone, from a barbecue beginner to a master griller.

From October 2017, Weber has committed to significant investment to help drive sales and inspire people to continue to grill throughout the winter. A heavily supported marketing campaign to drive purchase as a gift will run in the lead up to the festive period and include consumer advertising, in-store point of sale and editorial-led press activity – on-line, in print and through broadcast media.

This season sees Weber launch two limited edition barbecues, designed to drive sales throughout winter, and specifically during the festive period.  The classic Master-Touch® GBS 57cm, one of Weber’s best-selling charcoal barbecues, is now available in limited edition Red. (October – RRP £299). And building on from the highly successful 2017 launch of the Genesis® II barbecue range, which brought the largest innovations in gas barbecues in over 30 years, Weber has launched a limited edition, top of the range, Genesis II E-410 model in seasonal Crimson (October 2017 – RRP £1,099).

The Weber range of products has been devised to ensure there are products suitable for all budgets and for each member of the family. The Weber iGrill® range of state-of-the-art app connected thermometers are perfect for gifting, as they take the guess-work out of ensuring barbecued food is perfectly cooked. Burnt sausages and undercooked chicken will become a distant barbecue memory. The iGrill®2 (RRP £99.99) is the world’s smartest cooking thermometer. The iGrill connects to a Smart Phone App to track the internal cooking temperatures of your food and sends an alert when the food is cooked to perfection. Also available is the iGrill Mini (RRP £59.99) and the iGrill 3 – compatible with the Genesis II series (RRP £89.99).

Retailers are encouraged to stock the full range of Gourmet Barbecue System (GBS®) accessories to maximise sales and provide an affordable option for gifts or as add-on item when selling a Weber barbecue equipped with GBS.

Gourmet Barbecue System accessories have been specifically designed to reflect current cooking trends. Products include the GBS® Pizza Stone, which cooks pizza dough bases to crusty perfection. (RRP £49.99), GBS® Cast-Iron Griddle, ideal for full English breakfasts through to omelettes and pancakes (RRP £49.99), GBS® Poultry Roaster, to recreate a Weber-classic recipe of Beer Can Chicken (RRP £59.99), the GBS® Wok Set with Steaming Rack (RRP £79.99) and the GBS® Waffle & Sandwich Maker (RRP £99.99), an ideal gift for homes with children, or adults who adore great tasting waffles and grilled sandwiches.

For the younger members of the family and new for winter 2017, Weber has created a Kettle Toy Barbecue (RRP £24.99) allowing retailers to capture additional gift purchases for future barbecue heroes with this replica of the classic Weber kettle barbecue. Available in red or black, the high quality imaginative play toy includes light and sound functions and makes an impactful display when located next to the full size original Weber model.

Weber is actively working with retailers to offer additional revenue through the ‘Certified by Weber’ BBQ Courses, allowing retailers to sell tickets to attend or as gifts. Weber’s certified barbecue chefs come to the store to host and run the barbecue courses, inspiring customers to develop their existing barbecue techniques. These in-store courses provide an opportunity for retailers to build customer loyalty, and creates an opportunity for additional sales of barbecues, accessories and tools used by the chefs and attendees during the course.

Weber is also supporting retailers with ‘gifting bundles’ to help drive in-store sales. Items include a selection of Weber-exclusive cookery books (the brand new ‘Weber Greatest Hits’ cook book available October 2017), as well as a range of high performance barbecue tools and accessories.

PULSE – Smart Grill

In early 2018, Weber is set to revolutionize the barbecue market with the launch of a new ‘Smart Grill’ category targeting a previously untapped set of consumers.

PULSE is a high performance ‘Smart Grill’, designed specifically for urban living, or for those with a smaller outdoor space, where gas and charcoal barbecues aren’t a practical or viable option.

This new high performance grill, powered by electricity, integrates an iGrill to bring a new digitally assisted barbecuing experience to consumers delivering precise cooking and temperature control.

“Expertly crafted and equipped with state of the art technology, PULSE is the ideal barbecue for modern living and offers superior grilling results for consumers. This, of course, will provide extra growth for our retailer partners through the sale of these grills and corresponding accessories,” explained Chris Trewhitt, the Weber marketing director for UK & Ireland.

PULSE starts its first grilling season with two models: PULSE 1000 and PULSE 2000. Besides the digital cook architecture, both models are equipped with the same high quality components and features with the PULSE 2000 having a larger grilling area and dual zone cooking for simultaneous grilling of different food in two different temperature zones.

The PULSE product launch will be accompanied by a comprehensive marketing campaign with extensive communication both at the point-of-sale and through the media to introduce the innovative world of PULSE to the target group.

The PULSE 1000 and PULSE 2000 are available from early spring 2018.

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