Welsh Lamb is considered among the best in the world. It offers such high quality that the EU has granted it Protected Geographical Indication (PGI) status. This puts Welsh Lamb in the same league as other protected products such as Parma ham and champagne.
In short, this is a meat that deserves to be treated with respect.
Unfortunately that doesn’t always happen, particularly during barbecue season. According to alcohol campaigners IQ, 36 percent of men always or nearly always drink alcohol when they barbecue. This causes them to lose their focus on the cooking and in worst case ruin a premium meat such as Welsh Lamb. To ensure that the meat got the care and respect it deserves, we helped Welsh Lamb to develop the Promillegrillen – the world’s first barbecue with an alcolock.
Promillegrillen can only be fired up if the user passes the sobriety test by blowing into the breathalyser. If you pass the test, you can start the barbecue. The user will then be required to blow into the device at regular intervals to continue using the barbecue. This ensures the best conditions for grilling Welsh Lamb to perfection.
Promillegrillen was marketed in digital channels such as YouTube, Facebook and eBay – where it was finally auctioned off. However, we also worked with editorial PR to get everyone from barbecue supplements to bloggers to write about the barbecue.
How did it go?
We achieved the level of success we had aimed for and then some. One strength of Promillegrillen is that it’s a “tag-friendly” idea. The “you should buy this” effect occurred immediately, not least on Facebook, where the Promillegrillen video got well over half a million views and over 500 shares.
However, there was also strong interest in the video on YouTube, with almost half a million views and over 600 shares. Activity was brisk on eBay from day one. After 104 bids, the barbecue eventually sold for SEK 9900. By that time the listing had been viewed 28,000 times.
The big newspapers (Expressen, Kvällsposten and others) also picked up on the importance of respecting premium meat like Welsh Lamb and the solution: Promillegrillen.