BIG K PRODUCTS
TURN SUBCULTURE INTO SOCIAL COMMUNITY
BBQ is a worldwide phenomenon. And grilling is mad popular in the UK – a dynamic subculture in its own right. Forget brand monologue. Big K wanted to give their fans a voice, a platform to inspire others and a place to geek out on BBQ. A self- perpetuating community.
To create a genuine social culture, we had to create catalytic content points - focussing on information, advice and people getting hands on. Our cooking battles spread like wild fire and the Big K BBQ Awards had grill heads from across the UK getting involved. We also created a strong influencer programme, humanising the brand, product and message. Organic growth followed. All these elements combined to deliver a 60% increase in online sales over a two - year period.
COLOMBO
LONDON