Few brands are owning the barbeque space in the UK, despite rising conversations about the nation's favourite activity of the year on social media, according to a new report by Immediate Future.
Following an incredibly hot summer in 2018, the report suggests that marketers could do more to benefit from this insight and encourages them to build loyalty, advocacy or amplification in the BBQ sector for 2019 to get one up on their competitors - as no brands officially 'own' the barbeque space.
According to the research, BBQs aren’t just about food; they're considered an event in their own right. Brand marketers should consider how they can tie in the people and the positive emotions we feel when we're talking about barbeques.
The data reveals that many social media posts related to barbeques are shared - up 311% YOY according to social data received through using social intelligence tool, Brandwatch. And most posts (over a thrid) are reshared as barbeques are an event attended by friends and families.
Barbeque conversations begin as early as April and pick up increased engagement in May. Relevant brands should look at this time as a prime opportunity to raise awareness and engage with consumers in seasonal shopping so that they can prepare ahead of the BBQ season.
Katy Howell, chief executive at Immediate Future, says: “Brands that can feature in the BBQ space should grab the consumer NOW before the heat of the summer is on us.
"With another Met Office predicted heatwave to hit the UK over the next couple of months, the BBQ space is often overlooked. Embed your brand and you will be tightening the loop on the customer purchase cycle in good time. Marketing teams should consider a summer BBQ campaign that accelerates all the other chat they do on social.”
The report analyses data produced by Brandwatch.
Howell goes on to add: “Joining the BBQ conversation is not just perfect for the traditional food and drinks brands, it also offers a massive growth opportunity for challenger brands and brands looking at adjacency marketing as a revenue opportunity. Awareness of the topics that people actually talking about, versus assumptions, coupled with the emotional element that surrounds the BBQ, will ensure that social media delivers you new customers.”