BACKGROUND:

For the first time in over a decade, the Spirit gas grill was being completely reimagined. From the cook engine on the inside to the design and finishes on the outside, every aspect of the beloved entry gas grill was getting an overhaul. Now, Weber needed to boost awareness and spark sales.

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OBJECTIVE:

Inform consumers about the relaunch in a way that attracts existing Spirit owners who might be ready to upgrade and new customers who may not be familiar with Weber. Highlight the standout cooking performance and feature the full lineup from base to fully loaded models.

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SOLUTION:

A sharp new story to launch a remastered classic.

 

Working with my design counterpart, we developed an overarching theme to deliver the excitement of the reinvention across an omnichannel shopper journey. With the target consumer in mind, we transformed dense product information into engaging, benefit-driven storytelling. Together, we developed creative content for the launch campaign, periodic pulse marketing, and post-purchase content to strategically message, spread awareness, and drive sales. From snappy copy to the angles in photos and video, every element was thoughtfully considered for how we could bring the story to life and ladder back to our overarching theme.

 

Product Storytelling | Videos | Social Media | Website & Email Content 

 

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Credits

Copywriter:                 Dave Woods

Art Director:                Jeremy Lobdell

Producer:                    Michael Lewis