CASE STUDY – BEEFEATER
Challenge: Electrolux had just bought BeefEater BBQ’s and needed to plot a new way forward for the brand
WHAT MATTERS TO PEOPLE?
Australians relationship with their BBQ’s is undergoing fundamental change. This change is being driven by changes in where we live, a range of lifestyle factors and household dynamics. What was aspirational in BBQ’s was changing at a rapid rate
WHAT DOES THIS MEAN?
The type of BBQ’s and image of BeefEater was increasingly becoming irrelevant. Both from a product and brand perspective BeefEater needed a refresh
WHAT TO DO ABOUT IT?
Focusing on a few key tension points, a new positioning and NPD approach was developed for BeefEater