The roadshow, which ends on 25 June, aimed to deliver a barbecue experience to consumers in 11 cities over 12 weeks, with the activation having kicked off in April. A converted double decker bus named ‘George’ has toured Austria, Denmark, France, Germany, Italy, the Netherlands, Norway, Sweden, Switzerland and the UK.
The bus supported store openings, specific retailers, festivals and busy city hubs across Europe. A Little Bird delivered the activation.
Components of the bus include a Weber Pulse product showroom, back-of-house kitchen, an arrivals bar area, a top deck dining terrace for 12 seated customers with a moveable table, three cooking stations and a service area.
Visitors have been able to see a range of Pulse accessories, interact with screens, and spend time with Weber specialist chefs on the upper terrace to indulge in regional dishes cooked over the three Pulses.
The activity has been supported by private dining experiences and social activity in different markets; in May, Weber partnered with celebrity chef Simon Rimmer to turn a double decker bus into a pop-up restaurant in London.
Tim Solano, managing partner, A Little Bird, said: "Since we started working with Weber we have encouraged the brand to take a global consistency approach, adding flexibility and adaptability to meet local nuances of the markets we are targeting."