Story:
Bar-Be-Quick, a leading brand in outdoor grilling, launched an inspiring campaign to show how Brits continue to embrace their love of barbecuing, even in the face of record-breaking rainy weather. Led by BBQ expert Caroline Morris, the campaign provided tips and insights for making the most out of BBQ season, come rain or shine. The focus was on the undeterred spirit of the British public, proving that a little rain can’t ruin a great summer barbecue.
Challenge:
- Wet Weather Woes: With the UK forecasted to experience six weeks’ worth of rain in just three months, the summer BBQ season seemed in jeopardy. The British public, however, remained resilient in their commitment to grilling.
- Rising Dining Costs: With 21% of Brits choosing barbecuing as a budget-friendly alternative to dining out, there was a need to demonstrate how BBQs could still be a fun, economical, and stress-relieving activity, despite the soggy forecast.
- BBQ Fatigue: The challenge was to combat BBQ fatigue and encourage Brits to fire up their grills even in less-than-ideal weather conditions.
Key Statistics:
- Rainy BBQ Warriors: 27% of Brits have barbecued in the rain, with Nottingham leading the way at 38%.
- Regional Enthusiasm: 33% of West Midlanders and 32% of Londoners have barbecued in the rain.
- Essential Summer Activity: 33% of Brits consider barbecuing an essential part of summer, with 46% of those aged 25-34 saying summer wouldn’t be the same without it.
Action:
- Campaign Launch: Bar-Be-Quick embraced the summer rain with its “Summer Showers and BBQ Powers” campaign, led by Caroline Morris. The campaign encouraged Brits to keep calm and grill on, offering practical tips for rainy-day barbecues and highlighting the mental health benefits of spending time outdoors, rain or shine.
- Media Engagement: The campaign secured multiple interviews and media appearances across radio stations, including Southside Radio, Sky News Radio, and Edinburgh Mix. Caroline Morris provided expert advice on choosing the right grill for rainy conditions, setting up covered BBQ spaces, and cooking quick meals to make the most of the unpredictable summer weather.
- Public Education: Bar-Be-Quick’s research findings were shared widely, showing how barbecuing is a cost-effective and enjoyable alternative to dining out. The campaign also promoted the wellbeing benefits of spending time outdoors, even in adverse weather conditions.
Results:
- Media Hits: The campaign achieved 330 media opportunities, reaching a total audience of 153.87 million. This included appearances on major radio stations such as Sky News Radio, Absolute Radio, and BBC stations across the UK.
- Radio Interviews: Caroline Morris’s interviews were broadcast across various stations, where she shared her BBQ tips and explained how grilling in the rain can be fun and stress-relieving. Key stations included Southside Radio, BHBN, and BBC Stoke.
- Regional Coverage: The campaign was particularly well-received in regions with a strong BBQ culture, such as the West Midlands and Nottingham, where locals showed their enthusiasm for grilling despite the rain.
- Public Engagement: The campaign’s message resonated strongly with BBQ lovers across the UK, with many taking to social media to share their own rainy BBQ experiences. The concept of barbecuing as a budget-friendly, communal activity during difficult economic times also gained traction.
- Consumer Response: Bar-Be-Quick saw an increase in demand for its quick-light charcoal and instant-light lumpwood charcoal, as more consumers opted for convenient grilling solutions that could withstand the rainy conditions.
- Positive Mental Health Impact: Bar-Be-Quick successfully promoted the mental health benefits of outdoor grilling, with many consumers reporting that barbecuing helped them relax and enjoy time with family and friends, despite the unpredictable weather.
Key Takeaways:
- BBQ Resilience: The campaign proved that Brits are resilient when it comes to their love of barbecuing, with many choosing to fire up the grill, even in rainy conditions. This demonstrated the strong cultural significance of BBQs as part of the British summer experience.
- Budget-Friendly Grilling: With rising dining costs, more Brits are turning to barbecuing as an economical alternative to eating out. The campaign highlighted the affordability of grilling at home and promoted Bar-Be-Quick’s products as convenient solutions for BBQ enthusiasts.
- Mental Health Benefits: Bar-Be-Quick’s research revealed that spending time outdoors while grilling not only saves money but also provides important mental health benefits. The campaign encouraged people to view barbecuing as more than just a cooking activity but as a way to unwind and connect with loved ones.
