Client location: 


A Danish brand, owned by an American company that's marketed in Germany – no problem. Our job was to convince a European audience why this BBQ is the BBQ for them. Clear messaging around unique features has helped propel awareness in the marketplace.

The Background

A popular outdoor cooking range of products in Denmark known for ergonomically attractive clean looks and minimalist design. Dupree International was employed by Char-Broil®, the parent company, to establish the brand’s point of difference and then appeal to a broader European market through various POS, website, print, video and photography. All promo activity was created in four languages.

The Solution

Working with the team in Hamburg we worked through our strategic brand development process. Starting with a brand strategy day we harnessed the knowledge, experience and aspirations of the Dancook® team and partnered this with our knowledge of the European Market to create a new strapline and tone of voice.  

To showcase Dancook’s simplistic, ease-of-use innovation, the new strapline is ‘Wonderfully simple’ which we now use across all of their marketing platforms.

We delivered:

• Strategic business direction

• Brand development and positioning

• Integrated campaign strategy and implementation

• In store point-of-sale

• Art direction and photography

• Responsive consumer, trade and media hub website design and build.