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

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published