Weber launched the new Q and Q+ lines last month in Australia and New Zealand. They added some new features to the beloved grill line. While we’re still waiting for word of the new line in the States, Weber has begun promoting it where it’s been released.
There’s a preconception that barbecues are pretty one dimensional in what they can do, but this new Q range is so much more. It’s capable of barbecuing, roasting, smoking, low and slow cooking, searing and baking – all housed in a stylish and modern shape.The Weber Q range is well loved across Australia and New Zealand, and we’ve ensured this new range offers enhanced features and benefits to keep the passion for the product and cooking on a barbecue.
Daniel Pike, national marketing manager, Weber Australia & New Zealand
Through a competitive pitch process, AJF Partnership was appointed to create the campaign.
We wanted a campaign that demonstrated the range’s versatility but also connected with consumers passionate about the new world of food on the barbecue, in a fun and engaging way. We wanted to communicate that our range can offer cooking versatility to unlock a whole range of meals, beyond just chops and sausages! It’s been terrific partnering with the team at AJF and we are excited about seeing the campaign live in market.
Daniel Pike, national marketing manager, Weber Australia & New Zealand
Not only does the new campaign show the versatility of the Weber Q, it also shows the magic of clicking your tongs. It’s an irresistible behavior that has reached meme status.
The Weber is a truly iconic piece of kit, and to celebrate the launch of the new Q range we used a nod to our famous barbecue heritage. It demonstrates how our culture has evolved and pushed us towards new culinary horizons.
Scott Walker, executive creative director, AJF Partnership
The campaign is running in Australia and New Zealand across a variety of mediums.