After months in the making, iconic Aussie retailer Barbeques Galore will launch its new brand campaign on Monday next week, encouraging consumers to “buy a BBQ you’ll actually love”.
Set to the lonely heartbreak anthem All By Myself, the film brings to life the pride you feel when you use a barbeque you love year after year, compared to one that barely serves a utilitarian purpose.
Within the story, a lonesome barbeque watches enviously through a neighbouring fence as a superior Barbeques Galore product is shown endless love and appreciation by its owners.
Says Mike Ainsworth, general manager of marketing and customer, Barbeques Galore: “The G Store team really pushed us outside our creative comfort zone, finding a humorous way to balance a multitude of complex competitive value messages in the barbeque category.
“Being Australia’s first choice for barbeques is something we are focused on protecting. The new campaign seeks to uniquely articulate our message of quality and value, especially in this challenging economic climate. Buy a barbeque you’ll love at a price you’ll love – that’s value!”
According to The General Store’s chief creative officer, Marcus Tesoriero, the campaign was six months in the making, as the team progressed through creative development, music track negotiations and production: “We really wanted to plant the seed that there are poor quality barbeques out there. People need to know about the crap they are buying in a split-second decision online or at the hardware store. We just wanted to warn everyone in a funny way.
“This tongue-in-cheek love story is a tribute to every Aussie who loves their barbeque. They are the true champions of Barbeques Galore. I’m really proud of where the work has got to after a long journey. I’d just like to thank everyone from agency to client for helping make it happen, especially everyone in the production stages, pulling favours and working long hours to craft such a memorable campaign.”
The General Store began working with Barbeques Galore in 2019 when it relaunched the brand’s proposition with ‘Now you’re cooking’.
Says Ainsworth: “Barbeques Galore has undergone a major brand journey in the last few years and we really value our partnership with The General Store team, who have helped us redefine who we are through their strategy and creative work.
“This latest campaign is taking us to the next stage of that journey together and there’s plenty more to come.”
The ‘Buy a BBQ you’ll actually love’ work will soon feature across a number of executions including out-of-home, social, display, radio, television and online.
Client: Barbeques Galore
General Manager, Marketing and Customer: Mike Ainsworth
Brand Marketing Manager: Alyssa Gardiola
Creative Agency: The General Store
Partner & CSO: Danny Lattouf
Chief Creative Officer: Marcus Tesoriero
Creative Director: Steve Carlin
Creative Director: Andrew Jones
Chief Music Track Selectologist: Chloe Geggus
Group Account Director: Sommer Smith
Group Account Director: Natalie Alaimo
Senior Account Director: Kiki Jones
Agency Producer: Henry Richardson, Painted Black
Production Company: Infinity Squared
Director: Dan Reisinger
Director of Photography: Earle Dresner
Executive Producer: Erin McBean
Producer: Katie Dorman
Editor: Tim Eddy
VFX Online: Benjamin Zaugg
Colourist: Marcus Timpson
Music licencing and supervision: Music Mill
Music recording and sound design: Squeak E Clean Studios
Photographer: Neil Bailey