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Napoleon assigns RBH to assist in capturing UK market

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By Jessica Davis, Consultant Journalist

August 26, 2016 | 2 min read

Canadian-based gas barbecue giant Napoleon has appointed RBH to create an integrated campaign aimed at raising brand awareness in the UK and driving traffic to its stockists.

Its high-end products, which range from a few hundred to a few thousand pounds, are currently available in select retailers, including Harrods. However, as one of the market leaders in North America and many other global territories, the company is looking to stoke demand and expand its reach.

Creative director duo, Woody & Vinny, described the appointment as, “A hugely exciting opportunity to do what we do best as an agency – grow a brand with a big idea that flows right through a strategic communications mix. The product is absolutely there; the quality, functionality and aesthetic of the range is beyond question, but what we’ll be focusing on is attaching a personality that really resonates with the UK audience, to get people asking for a Napoleon rather than stumbling upon one. Once we’ve created this demand, it’ll hopefully be reflected in the brand’s physical retail presence and momentum will build.”

RBH Partner, Fizz Bingham, said of the opportunity: “We’re delighted to be involved in what is a significant investment for Napoleon. They were totally honest about what they were and weren’t doing well to appeal to the UK market; the UK differs greatly from their usual audience, due to our unique climate and how that affects the barbecue culture here. To us, this signaled their sophistication and determination to be successful. It certainly made our job a whole lot easier.”

RBH’s clients include Certsure, Duck and Cover, Grand Central Birmingham, Jaguar Land Rover, National Hairdressers Federation, Peugeot, Resorts World Birmingham and Wacoal.

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