Every year, Weber publishes an extensive product catalogue. Based on the strategic repositioning, we reinvented this important sales tool.
Idea and Implementation
Our idea was to provide the catalogue with added content and thus added value. The publication is now divided into two parts: The first half is a true BBQ and Food magazine that portrays Weber as pushing the envelope “beyond the (simple) plate of meat.” In an extensive interview, star chef Johann Lafer talks about his understanding of the term “Genuss” (“Indulgence”). The renowned wine and food journalists Fabian and Cornelius Lange write about old varieties of vegetables and fruits and offer seasonal calendars with recipes. Articles about farmers, breeders, butchers and other “indulgence” experts, as well as guest contributions by authors, such as BEEF! Editor in chief, Jan Spielhagen, or by Susanne Kaloff, add to the mix. Finally, tips and tricks taken from the Weber “Grillakademie” lead over to the product section.
Both customers, and retailers, are delighted by the new vehicle, that also attracted attention in professional circles. Looking at our Gold award at the Best-of-Corporate-Publishing competition, and other renowned awards, we feel certain that we are on the right track with Weber.
Please contact Thorsten Kamin in Wiesbaden with regard to this project. Write an email.