Norwegian grill and barbecue-advertising hasn’t changed in ten years. A well known chef has found an exotic sauce/taste and you are invited by buying one of their pre-seasoned products.

The task given was to win the grill and barbecue-category over the summer by linking Coops “Grill Perfekt”-brand with the following associations: Quality, wide selection and temptation.

Men and women (30-55) in Norwegian households are the biggest consumers of grill and barbecue-related FMCG.

With craft that made your mouth water, surprising implementation and breaking formats our goal was to position Coops “Grill Perfekt”-brand as the only choice for everyone who wanted a large selection of quality grill products.

The campaign was implemented in steps from June to August, starting when the weather turns and Norwegians get to enjoy a few weeks of summer.

Outdoor and digital (banners, pre-rolls, social media) as a warm up when the summer became a fact. Then the crown jewel of the campaign: The Entrecoté premiered in its full 5 minute long glory on TV in the pause between Belgium and Russia during the Euro-championship in soccer.

Mid-July we launched an entirely new TV-channel where you could watch Perfect Grill-products be grilled to perfection 24-7.

The magazine takeover concluded the campaign in early August.

Ad-recall was 29% over benchmark: 84 % vs 55 %

TV2 reported that during the Belgium vs Russia-match only 0.32 % of their viewers changed channel during the ad-break. Usually around 15 % of viewers change their channel.

The campaign was top trending on Twitter several times during the campaign period.

People who stated they saw the TV-ad: 30 %

People who in reality saw the TV-ad: 8.5 %

On YouTube alone Norwegians saw 4 years of ads they could have skipped.

A 16.4% increase in sales compared to previous years.