With the arrival of BBQ season, Broil King is showing Canadians that outdoor cooking has become a cultural phenomenon through the launch of a national campaign that drives consumers to its online contest.
The English-language effort, created in-house, includes four 30-second commercials, print, magazine, online, billboards, and an online contest at BroilKingBBQ.com.
The campaign introduces audiences to “Rob Liking,” a quirky journalist with a PhG in grilling, who delivers reports on the “social phenomenon known as the barbecue” by interviewing and interacting with backyard barbecuers and Broil King employees.
“We’ve created this character to bring a little more life and a little more excitement to the brand,” said Anthony Greasley, creative director at Onward Manufacturing Company Limited, the Canadian manufacturer and distributor of Broil King.
One spot, entitled “Sauce,” opens with Liking—martini in one hand, microphone in the other—speaking into the camera with a group of women behind him talking and laughing by an outdoor fireplace and Broil King grill.
“What you’re about to witness is a social phenomenon known as the barbecue,” he says.
“What do fashion conscious, sexy young city girls do to enhance their social pleasures?” he asks, making his way over to the barbecue. “They grill with a Broil King.”
The commercial touts Broil King features as Liking interacts with the women. Another spot has Liking visiting the Broil King factory to talk to workers. All of the creative drives consumers to BroilKingBBQ.com for a chance to win one of 10 Signet 20 Grills. Visitors must complete an online survey to enter that contest that closes July 3.
The site includes product information, a grilling guide, recipes, a section dedicated to Rob Liking, and the TV commercials.
“The objective is to get people to our website,” said Greasley. “The market has kind of showed us that people go online to shop and compare before they actually go out and make their buying decision right on the floor—it’s made online based on what they research.”
The full-page print ads are running in The Globe and Mail, and the LCBO’s Food & Drink. Banner and box ads can be found on sites like CanadianLiving.com.
Broil King is also a corporate sponsor of Toronto FC, a deal that includes stadium signage at BMO Field and two tents equipped with Broil King products at TFC home games.
“There’s nothing better than that type of environment—beer, barbecue and sports just makes sense,” said Greasley.
The campaign wraps up in June. The media buy was also handled in-house.
