Woo Gets to Tell BBQ Story

LOS ANGELES Retail chain Barbeques Galore said it has awarded its estimated $5 million creative and media account to Woo Agency.

The Culver City, Calif., agency edged out California shops DGWB in Santa Ana; Foote, Cone & Belding and The T&O Group, both in Irvine; and Saatchi & Saatchi in Torrance; as well as the Dallas incumbent, Axcess Broadcast Services, the Lake Forest, Calif., client said. Ward Communications in Dallas previously handled media buying for the client.

Woo director of marketing Cole Hartman said the shop is charged with building brand awareness for Barbeques Galore, which has been in the market for more than 20 years and has nearly 140 stores in the U.S. and Australia.

“We’ve wanted their business for a long time,” Hartman said. “We think they have an interesting story—they’re a smart business, they’re specialists in their area and they go up against mass retailers. As a story-telling agency, we want to frame their story in an effective way to get consumers into the store.”

Work will likely include radio and some TV advertising in select markets, as well as promotions and events. Outdoor, print and direct mail components are also under consideration, Hartman said. He added that Woo is working with Fishbone Marketing in Irvine, which was hired by Barbeques Galore to conduct research and awareness studies.

Woo’s approach to promoting Barbeques Galore will include using specific strategies to account for local nuances, said Hartman, noting that states like California and Texas have different approaches for barbecuing.

Ads are expected to break in the spring. The existing Barbeques Galore tag, “It’s right in your backyard,” will likely be dropped, Hartman said.