That was the recipe when Weber and FRIDAY teamed up to relaunch Denmark’s favorite grill: the Weber Q series. But how do you reintroduce a classic that already holds a special place on people’s terraces?
The challenge: From nostalgia to news
The relaunch of the iconic Weber Q series needed to create widespread attention and win back the hearts (and terraces) of Danes. We developed a strategy and crafted a narrative approach that combined memories of warm summer evenings with all the new improvements the updated 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 favorite for 20 years.”
We wanted to appeal to emotions and awaken memories — because food from the grill always tastes a bit better when it’s seasoned with nostalgia.
PR: Where it really counts
Everyone wants to be in Børsen. Everyone dreams of Go’ Morgen Danmark. We never promise it, but we’re just as thrilled as our clients when it happens.
We secured coverage of the Weber Q in exactly the media outlets that are often hardest to crack:
And we didn’t stop there. The coverage spread to strong niche and local media, resulting in:
Influencer: Content that is saved and remembered
In our influencer efforts, we aimed relentlessly for quality. We carefully selected six strong profiles with large Danish followings, wide geographic reach, and most importantly: genuine engagement.
When users save content, it’s because it inspires, fascinates, and lives on in their personal universe. That’s when you move a brand from something people simply see to something they return to again and again.
A strong partnership between Weber and FRIDAY
Weber has a brand that speaks for itself. But when you’re sitting in Stockholm and want to make an impact in Denmark, it requires local experts who know the terrain.
That’s why we teamed up to ensure the Weber Q relaunch was not only seen but also became a new part of everyday life in Denmark. We built the right strategy, opened doors to media and influencers, and made sure the message had the local grounding it deserved.
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