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Traeger Wood Pellet Grills - Germany & Austria
Traeger Grills - Germany / Austria PR
Rubber has been the retained agency for Traeger Wood Pellet Grills in Germany and Austria since April 2020, driving awareness around the brand to create a ‘more than just grilling’ message, as well as driving awareness around the full range of Traeger products. Rubber works with sister agency Flock to manage the UK / IRE PR, offering synergy and greater scope for creative solutions.
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.
Our approach: 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 consumers situations 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.
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. Traeger Grill.
Rubber has plans in place for IRL demos and small Grill events once the restrictions life, allowing the brand to build further engagement with media and key steak holders across the DE / AT region.
Rubber has also been helping to build 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.
Results:
2020 - May - Dec
42 x pieces of coverage - Men’s Health, Business Punk, Gala, Wiener, Glamour, GQ, Jolie, Fire& Food, Lecker Kochen & Backen
40million Impressions
2021 - So far unto end of April
18 piece of coverage - Women’s Health, Bild, Bild Online, Falstaff, GQ, Computer Bild, Grillen, Playboy, Esquire.