Positioning a Locally Made BBQ into an International Success
Disclaimer: No business names have been disclosed in this case study to respect client privacy.
Introduction: Igniting Global Ambitions
A Queensland-based company developed a rugged, self-contained BBQ unit perfect for outdoor use — even in areas with fire restrictions. Initially sold at caravan and camping events, the product quickly gained a loyal following due to its durability and safety-first design.
With a solid operational structure and sharp leadership already in place, the business approached us with a clear ambition: to scale up and enter new markets, both locally and internationally.
The Challenge: Scaling Beyond Local Markets
- Limited Market Reach: Sales were restricted to niche caravan and camping shows.
- Unrefined Brand Messaging: The brand’s positioning didn’t speak to broader market opportunities.
- Low Digital Visibility: Lack of an online presence was limiting exposure to new audiences.
Despite having a winning product and a capable team, the business needed help in aligning their messaging with the right markets and scaling strategically.
The Solution: Crafting a Strategic Expansion Plan
Brand Strategy & Positioning
- Market Analysis: We identified additional high-potential segments, including the suburban backyard market.
- Messaging Overhaul: We refined their story to highlight the BBQ’s safety, quality, and versatility — tailoring the message for each market segment without losing its core purpose and strength as a product.
- Brand Repositioning: We established a tone and visual identity that connected with both local adventurers and international distributors.
Digital Presence Enhancement
- Website Development: We built a compelling digital platform that showcased use-cases, outdoor cooking recipes, and compliance benefits.
- SEO & Content: Search-optimised content focused on key pain points, such as safe fire use in outdoor settings, durability, flexibility, and sustainability.
Marketing & Outreach
- Segmented Campaigns: Targeted mainstream and digital marketing campaigns for each fringe market helped create tailored awareness and demand.
- Thought Leadership Content: Positioned the brand as an authority on quality, multifunctional outdoor fire safety and off-grid cooking solutions.
Strategic Distributor Engagement
- International Expansion Support: We crafted compelling partner pitch decks and product literature aligned with overseas regulations and retail expectations.
The Results: From Local Innovation to Global Recognition
- Multinational Distribution: Within five years, distributors from the US and UK were actively pursuing the product.
- Refined Brand Messaging: Strategic communications delivered the right message to the right market at the right time.
- Digital Growth: The website became a central hub for enquiries, driving both B2C sales and B2B opportunities.
While the operational leadership of the business laid a strong foundation, our contribution was in navigating the growth path — refining their brand, aligning their messaging, and helping steer their expansion into new markets with confidence.
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