For most of human history, cooking over an open fire was the only way to prepare food. According to anthropologist Richard Wrangham, author of Catching Fire: How Cooking Made Us Human, people were probably cooking this way almost two million years ago, initially simply by throwing a piece of raw meat into the flames and watching it sizzle. Barbecuing originated from humanity’s need to improve the edibility and taste of meat – cooked food was easier to digest for both the elderly and children, which had a positive effect on human development. The term “barbecue” probably comes from the word barbacoa, which the Spanish adopted from the Taíno Indians, who used to slow-roast meat on a wooden structure. The term “barbecue” was first mentioned in writing in 1672 in John Lederer’s book of travels.
Barbecuing has gradually become a worldwide culinary phenomenon, taking many forms, such as Japanese yakitori, Korean BBQ, Filipino inihaw, Australian sausage sizzle, and Mexican barbacoa.
Czechs also love barbecuing. Several times a month, a third of Czechs prepare their favourite delicacies on the barbecue, and more than 60% fire up the barbecue at least once a week! And because summer is perfect for family gatherings and pleasant experiences in the open air, many brands use summer campaigns to showcase their products. Television advertising is invaluable in this regard. In just a few seconds, it can conjure up the atmosphere of a summer evening, the smell of grilled meat, the sound of crackling fire and the chatter and laughter of friends gathered in the garden around the barbecue. These are the emotions that stimulate appetite and purchasing decisions. Let’s take a look at a few adverts focused on summer barbecues.
Pepsi is a must at every BBQ
This year’s creative campaign from Pepsico combines summer barbecuing with humour. Pepsi reminds us that it’s not the size of the barbecue tongs or the heat of the charcoal that determines the success of a barbecue, but whether you have Pepsi on hand for yourself and your guests to enhance the flavour of the food. The advert features scenes in which a team of intruders calling themselves the “Pepsi Crashers” infiltrate various barbecue parties and fill the coolers with their cans. And when the intruders can’t find a refrigerator, they’ll happily use a children’s inflatable pool filled with water to cool their cans of Pepsi Cola, and they won’t hesitate to throw out Coca-Cola and replace it with cans of Pepsi. Pretty cheeky, right? Probably another piece in the advertising battle between the beverage giants, which we wrote about in a previous article.
Video: Pepsi – BBQ Crashers
“We know grilling deserves Pepsi, and we’re willing to crash as many BBQs as it takes to prove it,” said JP Bittencourt, Senior VP Marketing – Sparkling, about the campaign.
King’s Hawaiian has teamed up with Despicable Me 4
In 2024, King’s Hawaiian partnered with the animated film Despicable Me 4 and launched a themed campaign promoting sweet rolls and soft pretzel bites, among other things. These were also available at AMC cinemas, where the film was screened. In the animated commercial, the well-known Minions characters engage in a comical barbecue scenario created specifically for the advertisement. Their creative attempts at barbecuing even result in an explosion. This funny, playful and visually impressive ad is definitely worth watching.
Video: King's Hawaiian & Despicable Me 4 – Competition
Vitana says that there is a woman behind every ‘gorilling’
With this 2021 advertisement, Vitana continued its established creative concept of barbecuing with a gorilla called “gorilling”. In this case, the aim was to offer a humorous thank-you to the women who are behind every successful BBQ. The brand used Václav Neckář’s popular song “Tu kytaru jsem koupil kvůli tobě” (I bought that guitar because of you) in the advert. The lyrics were humorously adapted: “Love the leg because of you, I'll gladly take more of the neck...” The advert was created by WMC Grey and produced by Creative Embassy.
Video: Vitana – There is a woman behind every “gorilling”
Buffalo Wild Wings has a singing buffalo
Vitana has a singing gorilla, while Buffalo Wild Wings, a major American chain of sports bars and restaurants famous for its chicken wings and wide selection of sauces and seasonings, has a winged singing buffalo. It is the brand’s mascot, which sings the catchy jingle “Bourbon BBQ wings” in an advertising spot.
Video: Buffalo Wild Wings – Bourbon BBQ Wings
The Avocado brand bet on Los Grileros
Summer and barbecues go hand in hand, and Avokádo, a brand that specialises in spices, knows this well. In 2015, it came up with the Mexican singers Los Grileros. This summer communication campaign was prepared by IS Produkce. The main role was given to the trio of seducers and gourmets, Los Grileros, who sing about a summer full of flavour and their life’s love – barbecuing. The aim of the campaign was to appeal mainly to younger customers. The filmed commercial redirected users to the microsite Losgrileros.cz and invited them to participate in a competition and create user content with the Avokádo brand. The most creative individuals could win a place at an original barbecue party with Los Grileros, Weber barbecues, meat and beer.
Video: Avocado – Win with Los Grileros
BBQ Galore offers BBQs you’ll love
The hero of Barbeques Galore’s 2023 campaign was an unfortunate barbecue. The commercial encourages customers to “buy a BBQ they’ll actually love” and focuses on emphasising quality and value. This professional campaign was created for the Barbeques Galore brand by advertising agency The General Store. The humorous advert, set to the sad song “All By Myself”, tells the story of a dilapidated barbecue that watches through a crack in the fence as its neighbours – owners of a Barbeques Galore grill – show their BBQ endless love and gratitude. It’s enough to bring a tear to your eye...
Video: BBQ Galore - Buy a BBQ you'll actually love
Weber grills get everyone dancing
BBQs also play a leading role in the following Weber ad, which was released in 2011. The commercial shows fun moments around the barbecue, radiates a relaxed summer vibe and suggests that barbecuing brings people together and sparks joy.
Video: Weber Grills - Have Fun With It
According to Meat and Livestock Australia, Australian lamb is best for BBQ
Meat and Livestock Australia launched a slightly politically charged campaign in 2017 on Australia Day to promote lamb, which it claims is the “most multicultural” meat. The advert begins on a beach, where two indigenous Australians are preparing a barbecue before various other settlers arrive by boat – the first fleet, the French, Russians, Chinese, Greeks, Italians – and finally a boat full of asylum seekers approaches the shore. “Aren’t we all boat people?” asks former MasterChef contestant Poh Ling Yeow to the applause of the crowd attending the beach barbecue. The advert, which features Olympic champion Cathy Freeman, cricketer Adam Gilchrist and rugby player Wendell Sailor, does not mention that it is Australia Day. Instead, when asked, “Hey guys, what’s the occasion?”, the answer is, “Do we need one?”
Video: Australia Day Lamb
BBQs and animal welfare
Finally, let’s take a look at an advert that looks at barbecuing from a completely different angle. The RSPCA, which created the campaign, launched the Freedom Food programme focused on farm animal welfare. In order for a product to carry the RSPCA Assured logo, the animal used in its production must come from farms, slaughterhouses and transport companies that comply with the relevant RSPCA standards.
As part of its summer campaign, the RSPCA is encouraging consumers to buy chicken and pork with high welfare standards during the BBQ season and is seeking to combine the summer experience of barbecuing with an ethical approach to food production. The advert aims to show that good taste and consideration for animals can go hand in hand.
Video: RSPCA Assured – Summer BBQ
BBQ is an integral part of summer – just like TV advertising
Summer is the ideal season for brands to showcase food and BBQ equipment, as it is a time associated with gatherings, celebrations and spending time outdoors. Interest in seasonal products also increases in summer, and consumers are willing to invest in new flavours, recipes and equipment.
In addition, television advertising is often more effective during the summer season than at other times of the year. It reaches audiences at a time when people are relaxing more, spending time with family and friends, and are more open to new experiences and impulse purchases. In addition, major sporting and cultural events that attract a wide audience are more frequently watched in the summer, so advertising spots can reach millions of people at once. Visually appealing advertisements using bright colours, sunshine, and outdoor settings are also more memorable because they contrast with the usual content and evoke positive emotions.
Of course, summer barbecuing adverts shouldn’t just be about food. Stories that connect people and create an atmosphere full of flavours, aromas and laughter are important. Brands that manage to connect these emotions with their product have a good chance of making their product an unforgettable part of summer for viewers.