From Instructional to Irresistible: Next Reignites Weber’s Mobile Grill Academy

EX Award Winner  

To relaunch its Mobile Grill Academy program, after a two-year hiatus, Weber needed to evolve beyond its previous marketing campaign that focused exclusively on training retail associates at Lowe’s and Home Depot. The biggest challenge was that the brand had no way to measure success or directly associate it with ROI. Weber also found that focusing solely on store associates left out a very important group of people: consumers. To overcome these challenges, Weber needed a fresh perspective and brought on Next to evaluate and reimagine the Mobile Grill Academy.  

We developed a new approach to brand engagement by revamping outreach to store associates while also putting more emphasis on connecting with consumers. Our mobile tours made a lasting impact with hands-on grilling technique demos, on-site education about the Weber difference, and providing samples of specialty menu items.    

Working with the Weber marketing team, we identified specific KPIs and metrics for the activation. Together, we established goals and a reporting system to ensure daily tracking and real-time tactical adjustments to overcome challenges and also take advantage of new opportunities during each activation. We then trained a team of ambassadors with a passion for the art of grilling and created a consumer experience map that invited guests to sample grilled treats while Discovering What’s Possible with Weber.  

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