Tim Westwood 'pimps' a BBQ in Heck sausages campaign

Tim Westwood, the hip hop DJ, pimps up a barbecue with special features including a sound system, in a set of social films from the sausage brand Heck.

The campaign, created by Partners Andrews Aldridge, parodies the MTV series ‘Pimp My Ride’, where presenters deck out cars with extravagant features.

Westwood is filmed hunting for "the nation’s saddest excuse for a barbecue", with a mission to transform it to make it fit for National BBQ week this week.

The films are appearing on Vine, Instagram and YouTube.

In one film, Westwood yells at the owner of the original barbecue, and tries to make him eat a burnt sausage.

Westwood encourages people to post photos of their own barbecue on social media, using the hashtag #WhatTheHeck. This will enter them into a competition to win a barbecue worth £3,500.

The campaign will be supported by spend on Twitter and Facebook and seeded across the Viral Ad Network.

Paul Vallois, a managing partner at PAA, said: "Heck is a relatively young brand, so it needed a campaign that would start to convey its irreverent attitude. Taking advantage of National BBQ Week and with tongue firmly in cheek, we enlisted the help of Westwood start to build a social presence."

The art director at PAA was Paul Crump and the copywriter was Vicki Murfitt. The production company was Problem With Authority.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Sainsbury's moves £60m ad account to Wieden & Kennedy

1 Sainsbury's moves £60m ad account to Wieden & Kennedy

Sainsbury's has moved its £60m advertising account into Wieden & Kennedy, ending its 35-year-relationship with Abbott Mead Vickers BBDO.

The top 10 brands favoured by Remainers and Brexiters

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published