Men Don't Cook, They Grill
Research showed that Weber is not familiar among Arabs and Asians. The challenge was to figure out how to make it appealing in UAE and KSA; to encourage them to experience the brand and eventually embrace as part of thier BBQ settings. In the Middle East, BBQing is considered a man’s work. The agency decided to directly target men with a brand proposition, “Men don’t cook, they grill!”. The idea was inspired by an insight that men are designed for the outdoors and adventures rather than cooking.