Project Overview
These days, most Aussies wouldn’t consider buying a BBQ without first visiting Barbeques Galore. They are the undisputed category specialists, and YOY retail sales growth in the double digits are a testament to that.
But when we first established our partnership back in 2020, they were being forced out of the market by much larger competitors with much deeper pockets.
We teamed up to completely re-invigorate the brand, and in the process, crafted some one of a kind brand films that helped Barbeques Galore reinforce their distinct category specialist position, and deliver some seriously spectacular sales results.
Project Commissioner
Project Creator
Team
The General Store
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
Project Brief
Barbeques Galore were getting squeezed in the middle by Bunnings at the low end and Webber at the top end.
Our brief was to carve out a clear space for Barbeques Galore in the mass middle market and to position it as the destination retailer with the biggest and best range of barbeques and accessories.
We developed the “Now you’re cooking” campaign to do exactly that. And developed a series of brand films to bring this creative platform to life, and highlight the brand’s promise to take us from anxious chefs to barbeque legends in no time
Project Innovation/Need
Going head to head with Webber and Bunnings was no small task.
Webber, the cashed up foreign invader. And Bunnings, the beloved Australian behemoth with equally deep pockets.
Our plan of attack: create films that were so distinct they couldn’t help but cut through.
We created a unique art direction style for the brand that was built on a relatable insight but wrapped in a pushed reality. Imagine a wacky mix between an American spaghetti western, Fear and Loathing in Las Vegas, and an Australian suburban bbq that we’ve all been involved in. From the casting, to the colour grade, every element of this film was carefully crafted to be equal parts incredibly different, and incredibly appealing.
We managed to pull off this manufactured hyper-reality by underpinning it on a very relatable consumer insight: the pressure that we’ve all felt when it comes time to cook a steak for your friends.
Design Challenge
Smaller budgets and media weights than our direct competitors meant that we had to win through creativity.
Our team and production partners worked their asses off to create something truly unique that would stand out from anything else in the market.
Effectiveness
Our launch films successfully helped steal market share from both Bunnings and Webber, and contributed to a retail sales growth in double digits YOY….a huge achievement for a brand that had previously been in rapid decline.
And the cherry on top? Barbeques Galore was identified as one of Australia’s 20 Coolest Retailers in 2020 (Inside Retail) and has been a Finalist for several award categories spanning Omni-channel retailing through to CX of the year (Inside Retail Awards 2021).
GM of Marketing, Mike Ainsworth, describes us as “truly visionary, with unrivaled expertise in retail and creativity”.
Marketing - Film or Video
This award celebrates creative and innovative visual and audio corporate communications that place an emphasis on design values. Consideration given to the technical, conceptual and aesthetic elements, viewer engagement and message delivery.
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