Brief

Introduce a new product to a new market and help the audience understand the difference and benefits associated with wood pellet grilling. Rubber was tasked with building awareness, understanding and product advocacy in Germany as the brand looks to grow in European markets.

The Rubber team put together two specific approaches in early 2020, based on the difficult circumstances that Covid 19 posed. An ever changing landscape meant that Rubber was able to provide on the ground counsel to the client and advise how best to proceed to ensure awareness was being build but with relevant consideration to the consumer situation, the media landscape changes and rulings from the government on various levels.

Starting in April meant we were not able to meet deadlines for the Summer Grill / BBQ guides, but this just meant we were more strategic and created a robust press office plan for the year to include seeding reviews, product placement, calendar moments and wider grill / BBQ sector stories. Due to Covid19 regulations, we were unable to demo the products, or send food made on the grills to media, so we had to be more focused and strategic in our media targeting. The Rubber team used current recipe and talent content, as well as bringing in local market names to work with such as Jimi Blue who invited actors and musicians to his place for a Covid safe grill session.

Rubber identified top tier media across print, online and blog channels, and across a variety of media verticals such as food & drink, lifestyle, mens, tech, fitness, etc. Allowing us to craft specific stories and offer WFH media clear points of interest to feature. For example winter grilling and the Christmas lunch cooked on a Traeger Grill.

Rubber built an influencer programme with Traeger that allows us to show diversity and bring different stories to life through social but also building to PR channels. Influencers included Bastian Schweinsteiger, Ana Ivanovic and Cathy Hummels were all seeded with. new grills and posted their cooking exploits.