Crossray

Lifting the Lid on Infrared BBQ

Lifting the Lid on Infrared BBQ

ISSUE

When it came to BBQ brands, just 1 in 10 people were familiar with the Crossray name. For everyone else, the first thing that came to mind in a buying situation was Weber.

IDEA

With a fraction of Weber’s awareness and investment, we needed to find the ‘moveable middles’ – people in a BBQ buying window that weren’t already sold on Weber.

IMPACT

Crossray experienced exceptional growth with e-commerce sales growing +213% year-on-year since advertising launched, with $3.92 in incremental sales for every $1 spent on advertising.