Jack’s Smokey Mountain Cooker

Jack's Smokey Mountain Cooker

An in-store campaign that brought home the (smoked) bacon.

To launch Jack Daniel’s ‘food’ advertising platform and take advantage of the growing low n’ slow food movement, we negotiated a cross promotion with Weber Australia to give away one Weber Smokey Mountain Cooker per BWS store across the country (1,300 in total).

Our challenge was to work with Weber in America to co-brand the BBQ. In a world-first we negotiated to have the Jack Daniel’s logo baked into the enamel of the lid in a manner that would allow it to survive the high heats.

With the alignment of two iconic brands, the promotion was tasked to drive brand switch and consideration instore, while repositioning Jack Daniel’s as the ideal accompaniment with your American inspired BBQ’d meats.

Authenticity – it meant not being afraid to get out the pencils

The creative direction brought alive the outdoor cooking scene, with foodie cues, utensils and butcher’s paper. For ultimate authenticity we hand-crafted the headline across instore displays, EDM’s, landing pages and even a Jack x Weber Recipe Book.

The Rub

Co-branding the Weber BBQ lid was a world first and brought together two big brands harmoniously. All elements worked together to smash expectations with an increase of 92% on the previous promotion.

An in-store campaign that brought home the (smoked) bacon.

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