Celebrating the true heritage of Weber Grills, Weber Middle East with local UAE agency, Tactical Digital Agency, launches its regional campaign "Put A Lid On It" in October 2015.
In 1952, George Stephen, founder of Weber Grills cut a metal buoy in half, added some air vents and legs, and in the process, invented the grill that would spark a global backyard revolution.
Weber Middle East aims to spark that same backyard revolution in the region by reiterating the importance of grilling with the lid on; to capture heat and humidity in your grill, so the food stays tender and juicy.
"Put A Lid On It" stakes claim of the lid, its history and creation, delivering a humorous yet educational message that translates across a diverse, regional audience in its dual language communication.
The aim of the campaign is to further immerse Weber Middle East in the regional grilling culture by evolving the barbecue experience to the Weber Way - lid on, vents open (top and bottom) and heat control.
Having recognized high digital engagement and smartphone penetration across the Middle East and Levant, through an interactive digital experience, "Put A Lid On It" uses creativity and technology to inspire, teach and entertain novice and experienced grillers alike.
The campaign focuses on a digital-first communication strategy, creating a more engaging and emotional attachment with the Weber brand. The campaign site WeberGrill.ae/TheLid is designed to enhance the in-store, online and grilling experience by allowing an individual to quickly determine the perfect grill for them through an interactive and responsive platform. The use of video content educates and inspires grillers to see what it means to grill on a Weber, and the in-store and online messages support the user experience throughout their grilling journey.
The idea is to create the perfect online and social companion for people to build their grill skills. Additional content including recipes, tips & tricks, how to's and seasonal grilling elements will be continually added as the campaign develops.
For now, just remember to keep the lid on when grilling, it's that simple, it's the Weber Way, your secret weapon. So go be that backyard hero, find your perfect grill at: WeberGrill.ae/TheLid and just Put A Lid On It.