Grilling joy, nostalgia, and PR at the highest level. That was the recipe when Weber and FRIDAY joined forces to relaunch Danes’ favourite grill: the Weber Q Series. But how do you reintroduce a classic that already holds a special place on the patio?
The relaunch of the iconic Weber Q Series was to generate broad attention and win back Danes’ hearts (and patios). We developed a strategy and a narrative hook that united memories of warm summer evenings with the many improvements the new Q Series brings to the table.
The message was simple and strong:
“The relaunch builds on everything that has made the Weber Q Series a favourite for 20 years.”
We wanted to speak to emotions and awaken memories. Because grilled food tastes a little better when seasoned with nostalgia.
PR: Where it really matters
Everyone wants to be in Børsen. Everyone dreams of Go’ Morgen Danmark. We never promise it, but we are just as happy as our clients when it succeeds.
We secured coverage of Weber Q in exactly the outlets that are often difficult to land:
And we did not stop there. The coverage spread to strong niche and local media, resulting in:
PR: Where it really matters Influencer: Content that gets saved and remembered
In our influencer efforts, we focused uncompromisingly on quality. We selected six strong profiles with a high number of Danish followers, broad geographic reach and, most importantly: genuine engagement. When users save content, it is because it inspires, fascinates, and is allowed to live on in their own universe. That is where you move a brand from being something people see to something they come back to.
A strong partnership between Weber and FRIDAY
Weber has a brand that speaks for itself. But when you are sitting in Stockholm and want to hit the mark in Denmark, you need local forces who know the terrain. That is why we joined forces to ensure that the relaunch of Weber Q was both seen and became a new part of Danes’ everyday lives. We created the right strategy, opened doors to media and influencers, and ensured that the message gained the local anchoring it deserved.
