Why Barbeques Galore marketing bucked the cost-cutting trend

Since the pandemic hit, retailers have largely focused on cost-cutting; for a lot of businesses, now is not the time to make big investments in marketing.

But according to Barbeques Galore chief marketing officer Mike Ainsworth, there’s a good case for some businesses to consider getting a foothold in their market right now.

“Why wouldn’t you invest it in times like this? I’d never advise recklessness, but if you have funds to invest, you absolutely should.

“It’s not the first recessional slowing of an economy. There are countless case studies that say spending during them makes a huge difference throughout [a crisis], and especially at the other end of it.

“A lot of people are pulling out, so you just need to invest the same amount of money and you’re doubling your share of voice,” Ainsworth said.  

Barbeques Galore marketing

In the new Barbeques Galore TV ad which aired over the weekend, Australians were introduced to Ray, a regular guy at a work barbie anxiously trying to cook his boss the perfect steak in order to impress her and hopefully land a promotion. Little does he know, she’s actually a vegan.

Developed with The General Store, the humorous ‘Now you’re cooking’ campaign is part of a wider strategic review of the Barbeques Galore business.

Danny Lattouf, partner at The General Store, echoed Ainsworth’s sentiment and noted the significance of brands stepping up in this current climate. 

“So many retailers are sitting back, waiting and seeing what customers are going to dictate and what the future looks like,” he said.

Customer engagement

During the peak of the pandemic, Barbeques Galore continued to create content to engage with their customers. In fact, the day that Prime Minister Scott Morrison declared barbeques a no-go zone for Australians, the team quickly put together a video based on a ‘virtual barbeque’, which ultimately went viral. 

Twenty-four hours later, the Barbeques Galore and General Store teams had shot the virtual barbeque video on a minimal budget.

Several other videos followed, each focusing on the challenges of living through coronavirus and finding the humour in everyday situations, from trying to work from home with the kids to a home training video with steaks instead of dumbbells. 

Collectively, the five videos attracted more than 2.5 million views, 7000 ‘likes’ and 5000 shares on social media. 

This is an edited extract of an article first published on Inside Retail, a sibling website to Inside Franchise Business Executive.