Weber Spices were not meeting category growth expectations in Sam’s Clubs. With many players in the grilling spices category, Weber needed a new strategy to reposition their line, build consumer perceived value and differentiation.
Queue performed research and repositioned the brand to men AND women. We saw women had been long ignored in the grilling space — so we created a campaign around empowering women to “tame the flame” and apply their extensive cooking creativity to grilling, with a focus on their existing beliefs around grilling being a healthier form of cooking.
Queue developed a campaign to “set the flavor free” and executed pulsed demo programs over the four month grilling season featuring a different protein every month.
Pallet wraps, recipe booklets and easel cards provided grilling ideas to unlock shoppers’ grilling potential.
Deploying our brand communication plan, we were able to leverage Weber’s unique brand experience difference over the competitive set by identifying grilling trends and new consumer segments.
The relaunch key item distribution goals were met while Sam’s increased end aisle promotional pallets on the floor and same stores saw 25% lift.