International barbecue brand, Weber has launched its biggest marketing campaign to date with a prime-time TV advert, to be broadcast across ITV and Channel 4 over the coming summer months.  

Weber has invested what it described as a “a sizeable seven-figure sum” in the TV advert, which showcases its Genesis II gas barbecue and is set to reach millions of people during the key barbecue season.

The commercial was first broadcast at the end of April 2017 and will run until July 31. It will be shown in slots during popular programmes on ITV and Channel 4, including ITV Early Evening News, Britain’s Got Talent, Emmerdale, Come Dine With Me, Channel 4 News, Come Dine With Me, A Place in The Sun and Sunday Brunch.

The 30-second clip will receive geo-targeting by both Sky AdSmart and Videology to homes within a 40-minute radius drive time from Weber stores, as well as thermal activation - meaning the ads are triggered by the weather or a particular temperature - and regional targeting to reach their key demographic. 

The advert follows a broader investment from Weber to provide customers with a greater overall experience, education and access to the range including a newly revamped website, both globally and in the UK, enhancing their premium in-store displays and adding new Grill Academy courses to cookery schools across the country.

UK marketing director Chris Trewhitt said: “We are very proud and excited to be putting the revolutionary Genesis II barbecue in front of a national prime-time television audience. The widespread TV exposure will ensure Weber is front-of-mind during the key summer season and will demonstrate our most advanced barbecue, giving consumers the chance to see it in action from the comfort of their own homes before visiting us in-store.”