Grab a pair of tongs, cool a couple of stubbies and call a few mates around – it’s time to light up the barbie and show the US who the best BBQers REALLY are.
Trafalgar, Brand USA, Flight Centre, United Airlines and Weber have this morning launched the biggest integrated marketing campaign in Australia of the year LIVE on Channel 7’s Sunrise show.
‘The Australia VS USA World BBQ Champion Cook Off 2015’ essentially dares Aussies around the country to put their cooking skills to the test and prove we are the best behind the barbecue.
Speaking to Kochie and Mel on the Sunrise show this morning, the five brands dubbed the campaign as the ‘most highly publicised tourism marketing campaign of the year’ that’s expected to reach some seven million potential travellers.
Sally McFadden (Flight Centre), Mark B, Kochie, Andrew Daddo, Nat, Kendall, Ollie Philpot (Brand USA), Matt Cameron Smith (Trafalgar) and Kirill Litovchenko (United). Pic: Matt Leedham
KarryOn along with Sunrise, News Corp and Channel 7 was selected as a key media partner for the highly integrated campaign, which means we’ll have exclusive content running on the site from now until the campaign ends early next year.
But our involvement runs much deeper, with KarryOn’s parent company Leedham Creative responsible for creating all video content including this hilarious one minute TVC below:
Australia vs USA World BBQ Champion Cook Off 2015 Think you can take on America at the barbie? Want to WIN a trip for two to the USA and $1000 spending money? Trafalgar Travel, United, Flight Centre Australia want you to enter the World BBQ Champion competition:Find out more: http://bit.ly/1JU0LOf #barbequechamp
Posted by KarryOn on Thursday, October 8, 2015
“We expect this campaign to become one of the most highly publicised tourism marketing campaigns for the year as we take our audience on an amazing journey of the USA over the next three months.”
Ollie Philpot, Brand USA Director Australia New Zealand
So what does the campaign involve?
It’s split into two phases with the first launched today and targeting those with a love of a ‘shrimp on the barbie’ through video, social media, print and online advertising.
Featuring the one and only Andrew Daddo, the campaign host dares the country to prove they’ve got the best barbecue game by sending in three photos or a one minute video of the BBQer and one mate putting on a barbeque for family and friends. The footage also has to capture the entrants sharing stories with guests around a dinner table.
The video needs to uploaded to the website: worldbbqchampion.com.au
From there, Trafalgar and its four brand partners will cull the contestants down to five.
The selected duos will travel to Sydney in Manly beach on 27 November 2015 for a live cook off for the title of Australian BBQ Champion.
Each duo team will also receive a Weber BBQ pack to keep valued at over AU$600 and include a Baby Weber Q; portable cart; roasting trivet; half hotplate; grill brush; and BBQ cover.
But there can only be one winning duo who will travel to the US for the second phase of the campaign – a cookout with the USA’s best barbeque chef.
The pair duo will be flown to Chicago courtesy of United Airlines and Trafalgar in February next year for the ultimate BBQ lover’s USA trip of a lifetime.
They’ll participate in an intensive BBQ masterclass at Weber HQ to scrub up on those BBQ cooking skills before taking on the Americans.
A tour of Weber’s New World Headquarters Tour and greetings by the founder’s son Jim Stephen will also be part of the package during which they will have lunch by Weber Grill Masters and attend a VIP dinner at Weber Grill Restaurant.
The final part of the trip will be a stop in St. Louis to meet Trafalgar’s exclusive Be My Guest hosts, and National BBQ Champions, the Randall and the Mellow families to settle the score in what will be the ultimate AUS vs. USA BBQ showdown.