April 23, 2018

Napoleon Grills has launched a new 2018 integrated marketing campaign that focuses on upgrading homeowners’ grilling game. The company’s second in the U.S., the campaign is based on proprietary research in which Napoleon found that people purchasing Napoleon Grills aren’t just grillers, they are experienced grill masters.

“For most, the key selling point of a first grill is price; cheap is good enough,” said Stephen Schroeter, senior vice-president of sales, marketing and administration for Napoleon. “These starter grills, whether gas or charcoal, were not purchased to make rotisserie duck or prime rib, they were purchased to make burgers, hot dogs and brats. As these grill novices aged, their palates and skillsets matured. And although that old grill holds some fond memories, grill masters know it’s time to make an upgrade.”

The cornerstone of Napoleon’s marketing campaign, the new television spot uses humor to draw grill masters into the story of a middle-aged family-man in desperate need of an upgrade. As he walks through his house, he alludes to a different kind of upgrade. The campaign broke on ESPN 2 March 15, 2018, and the full campaign kicked off April 2, 2018, on ESPN, Golf Channel, NBC Sports, MLB Network and History Channel. The ad will run through early June.

“The new spot has received an overwhelming positive response,” said Schroeter. “The Napoleon brand represents quality and authenticity. The goal behind all of our products is to help facilitate genuine, memorable experiences. The ad is meant to personify a real-life, familiar interaction to which our customers can relate.”

To accompany the television campaign and further brand awareness, Napoleon is running digital banners promoting the idea of upgrading your grill game, as well as targeting grill masters through integrated social media and public relations initiatives.

Finally, Napoleon teamed up with the Golf Channel to create a highly shareable recipe video through Buzzfeed Tasty. This time-lapse video guides grill masters through a three-course meal with step-by-step instructions.

“Napoleon’s U.S. grill sales have been growing an average 40 percent a year for the last five years,” added Schroeter. “One of the key factors we attribute this to is our national marketing campaign and the related investments we’ve made to support the category as a whole.”