Big Green Egg
Open flavour
Challenge
It was in 2010 when entrepreneur Wessel Budding asked us to assist him in growing his Big Green Egg business. He was a small player competing against Weber, the dominant market leader in the world of barbecues. Weber had significant brand recognition, large budgets, and positioned itself as the rugged brand for the adventurous man who enjoyed grilling meat over fire!
So, we got to work, following our method precisely. Together with Wessel, we transformed his entrepreneurial vision into the story of the Big Green Egg, which positioned it sharply and set it apart in the market. A story with credibility and authenticity, catering to the desires and emotions of the target audience we referred to as the 'foodies.'
Results
These 'green eggs' became so popular that they were even stolen from gardens.
Jonnie Boer, De Librije.
Strategy
We chose to focus on the domain of taste, tapping into the desire for sensory pleasure. Our goal was to create a mental association with the color green, the ultimate taste, and elevate the Big Green Egg to a status symbol, so that anyone with a Big Green Egg in their garden would be seen as a true foodie and even regarded as a genuine (amateur) chef! Within the content domain of taste, various sub-stories emerged, which we communicated through a distinct visual language and a specific grid. These stories featured ambassadors who were renowned chefs like Jonnie Boer from De Librije, emphasizing the narrative of taste.
Magic
And we crafted stories about recipes, natural and fresh ingredients, as well as the unique selling points of the Big Green Egg. In short, we aimed to establish a connection with the target audience. This connection was made at events, through the website, social media, and various other media channels. Despite having a limited budget, we maintained a sharp positioning, a distinctive narrative, and visual language – all with significant impact. Consequently, the Big Green Egg became both renowned and adored. Magic was created. The Big Green Egg gained magnetic appeal. A pull effect emerged instead of pushing. In fact, the green eggs became so popular that they were stolen from gardens. This highly efficient and effective marketing approach led to growth and success.
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