Digital PR case study: Landmann BBQs

Objectives

Landmann is Germany’s longest-established BBQ brand, but despite standing the test of time, awareness in the UK was low. 

In a crowded market, we needed to fire up a high impact digital PR campaign to set the brand ahead of its competitors. Our goal was to introduce Landmann to influential media and make it the brand of choice among consumers in the lead up to the peak summer period. 

Strategy

With our objective to generate as much media coverage as possible in the lead up to summer when consumers are researching potential purchases, our strategy focussed on:

  • Positioning Landmann as a BBQ expert – building trust by demonstrating its know-how and taking coverage beyond product placement
  • Creating content to meet key search terms, ensuring Landmann was highly discoverable online and bolstering its SEO

Execution

The team set about pitching for every relevant national and regional media opportunity. 

Securing the brand’s place in coveted summer shopping round ups was a focus, from ‘best BBQs’ to ‘garden must-haves’ – always linking to website product pages. Our ‘gold tier’ media were sent samples to review, alongside chef-inspired foodie boxes. 

We created lifestyle angles around key search terms, including ‘how to clean your BBQ’ and common mistakes people make, offering advice, hacks and tips from the brand. 

The team capitalised on every event, trend and cultural moment to secure coverage – from heatwaves to the Queen’s Jubilee and even the most Instagrammable BBQs.

We also supported Landmann’s retailer relationships, profiling its MD in the trade press and sharing business news. And to further raise the brand’s profile, we secured notable accreditations with The Good Housekeeping Institute. 

Results

Our campaign continues to deliver dozens of high impact media placements each month, from nationals such as The Sun, Guardian, Express and Metro to regional hits in Manchester Evening News and Liverpool Echo, and lifestyle features in the likes of Good Housekeeping, Homes & Gardens and BBC Good Food. 

The activity has generated hundreds of backlinks from high domain authority websites to bolster search rankings. Coverage has included brand images and key messages about the products, as well as business growth credentials. 

Speaking about the PR campaign, David Flook, sales director at Landmann, said:

Since launching our partnership with Smoking Gun we have seen record sales in the UK. In a week where a large proportion of coverage hit, sales were up 100% on the week prior. 

“We have seen our hero products and new innovations featured in key publications, which is increasing brand demand.

The partnership has been pivotal to our improved sales performance and brand awareness and we are looking forward to continuing our growth together.”

Read more about our approach to Digital PR.

Talk to us today to help solve your consumer PR comms challenges – 0161 839 1986/ createingenious(at)smokinggunpr.co.uk