Weber undertakes nationwide experiential activity

Outdoor cooking product supplier Weber has launched its biggest ever experiential event in partnership with retailers across the nation.

The ‘Discover Weber’ tour showcases the latest Weber product offering with hands-on demonstrations as retailers head into prime barbecuing purchasing season.  

With 1,134 live days across 200 locations throughout the summer, the activity aims to drive footfall to stores, increase dwell time, and excite potential customers.

Skilled Grill Instructors will facilitate more than 60 cook-a-long sessions per day per store, guiding consumers though a personalised five-minute barbecue masterclass cooking either steaks or pizza on one of Weber’s award-winning barbecues.

The activity will hero Weber’s charcoal Master-Touch E-5770 plus the Weber Genesis EPX-335, which is new for 2022 and is the brand’s most advanced gas grill in 15 years, and the Traveler portable barbecue. The new wood-pellet SmokeFire will also be demonstrated so customers experience all cooking options. It’s anticipated 63,000 steaks will be grilled and 70,000 pizzas baked and enjoyed by visitors during the campaign.

Jon Finch, grilling experience manager at Weber, says: “In the past two years sales of barbecues have hugely increased. The Discover Weber events give us the opportunity to share our expertise on how to cook the ‘Weber Way’ and enables customers to experience gas, charcoal, and wood-pellet cooking before deciding which they prefer.

“This activity provides our retail partners with additional support to drive sales this summer. In addition to the experiential element, we’ve implemented a social media and PR campaign as well as providing retailer marketing toolkits to maximise the opportunity and increase awareness for another successful season.”