Come wind rain or shine summer BBQs are rife. Walk down any residential road at 3pm this Sunday afternoon and chances are the smell of burning sausages and numerous beefy burgers will waft by. Brits love their summer BBQs, so campaigns makes sense.
The overarching campaign theme and strategy is perfect. After all who wouldn't piggy back off Heinz Ketchup, it's been a BBQ hero since day dot. So if the range, theme and reason for existing work well, how does the promotional mechanic work out?
Send in a photo of your own BBQ heroez (Mum, Dad, Uncle Bob etc) in action for the chance to win a weekly prize of £500 and BBQ equipment. Well as far as promotional prizes go, cash is still king. Weekly smaller prizes? Also good, consumers like a prize they actually think they can win. But the question is are consumers actually going to dress up as Superman for their photo call and a 500-quid prize? Hmm...
Ok, thousands of people downloaded knitting patterns and knitted miniature woolly hats for innocent smoothies. Also only months ago consumers went totally mental about creating a new flavor of . So why am I feeling not so secure about people sharing photos of their BBQ moments?
Well creatively it falls a little short when capturing the consumer's imagination. I feel the consumer could be helped along a bit. Downloaded superhero kits linked back to each individual sauce could help. Or tips on the best items to use round your house to make your BBQ hero costume. Without something extra, I think you might be asking the consumer to do a little too much.
By design the promotion seem to have a small budget and needs as much self-contained consumer content as possible, however without more of a hook it doesn't really make my bangers sizzle just yet.
Promo Score - 6 out of 10
Agency - Billington Cartmell
_1.jpg)
.jpg)