Napoleon are a premium Canadian barbecue brand, although unheard of in Britain. Tasked to ‘break’ the UK, an effective strategy was needed to cut through. Observing the UK is the second largest market in Europe for convertible cars despite having one of the wettest climates, the campaign leveraged the clear desire to make the most of the sun, turning a negative when forking out on an expensive barbecue into a positive. By May a year later, sales were up 50%.
