A Well Done Brand Platform
There are grills, then there are Weber Grills. The brand is iconic and with a high affinity and loyalty for Weber Grills, we wanted to borrow from the strong brand equity to elevate the consumer perception of the grill seasonings. We wanted to invite the audience to use only the best from the makers of the best with a clear benefit. Spitball conceived the brand platform of “Trust the Grilling Experts” to leverage the brand’s leadership and expertise in grilling to establish overarching credibility which reinforces the product benefit of “Flavor that Stands Up to the Fire.”
For the creative execution, Spitball looked to sear the appetite appeal into the minds of consumers by leveraging the uniqueness of the product caps which play into the traditional Weber Grill lid. Spitball gave consumers a proverbial peek under the hood with each bottle and accentuated the sophistication of the product by leveraging the brushed steel of the grill.