Weber invests in seven-figure advertising campaign

Barbecue brand Weber has announced the investment of a seven-figure sum into a prime-time television advert, to be broadcast across ITV and Channel 4 over the coming summer months.

The advert showcases the company’s Genesis® II gas barbecue and is Weber’s biggest marketing campaign to date, set to reach millions of people in their homes during the key barbecue season, the company says.

The advert, which was first broadcast at the end of April 2017, will run until July 31 2017. The ITV and Channel 4 programmes to feature the ad include; ITV Early Evening News, Britain’s Got Talent, Emmerdale, Come Dine With Me, Channel 4 News, Come Dine With Me, A Place in The Sun and Sunday Brunch. The 30second clip will receive geo-targeting by both Sky AdSmart and Videology to homes within a 40-minute radius drive time from Weber stores, as well as thermal activation and regional targeting to reach their key demographic, Weber adds.

The advert follows a broader investment from Weber to provide customers with a greater overall experience, education and access to the range including a newly revamped website, both globally and in the UK, enhancing their premium in-store displays and adding new Grill Academy courses to cookery schools across the country.

Weber UK marketing director Chris Trewhitt commented: “We are very proud and excited to be putting the revolutionary Genesis® II barbecue in front of a national prime-time television audience. The widespread TV exposure will ensure Weber is front-of-mind during the key summer season and will demonstrate our most advanced barbecue, giving consumers the chance to see it in action from the comfort of their own homes before visiting us in-store.”