Häberlein & Mauerer AG / Kunden / Weber Grill / Weber Kickoff Event 2009

deutsch

Weber Kickoff Event 2009

Weber has supplied barbecue fans with innovative, first-class products for more than fifty years. This manufacturer of premium grills has successfully built a bridge between original, archaic, basic grilling and the modern gourmet barbecue. The “Weber Way of Grilling” has augmented traditionally grilled fare with innovative items such as salmon, beef filet wrapped in bacon, shrimp kebabs and vegetables, thus creating a culinary revolution on the sizzling grill.

Häberlein & Mauerer developed a concept for an event which would convey precisely this “Weber Way of Grilling” to the consumer press. Weber and Sven Christ (cook, book author and trend scout) developed a gourmet multi-course meal to be cooked on a Weber grill. The journalists also received a new press kit: Weber’s “Stylebook of Grilling,” for which Häberlein & Mauerer conceived a lookbook that presents Weber’s newest items on high-quality product cards and communicates the “Weber Way of Grilling” through selected recipes.

Nothing’s Impossible for the “Weber Way of Grilling”
Everything from the grill? A gazpacho to start the meal, followed by oysters, flambéed loup de mer with fennel, smoked roast beef, foccacia and – as the crowning conclusion – a gateau au chocolat with a liquid center. Grill expert Swen Gläser from Weber and Sven Christ served this six-course meal to circa 35 journalists from the lifestyle and food field. The chefs grilled everything on the rooftop terrace of “Boque auf Croque” in Munich, and they prepared some of the courses directly before the eyes of the interested journalists. The journalists were transported on an exciting journey through time by a little gallery opening, which featured original grill models from the firm’s founder George Stephen, the latest new products for 2009, and informative panels. Elaborate shop windows dressed onsite assured that the Weber Grill brand shined brightly throughout the evening and completed Weber’s successful showing.

Services
Conceived the event, invited journalists and conducted a gourmet dinner for lifestyle and food editors, created comprehensive material for journalists in the form of a “Stylebook of Grilling.”

Timeframe
March 2009

The Weber Way of Grilling (Photos: Benjamin Schmidt)