Diana Marszalek 03 Mar 2021 // 9:00AM GMT
TORONTO — Weber-Stephen Canada — better known as Weber Grills — has hired Strategic Objectives to handle its PR and social media business, part of the US company’s larger effort to expand its Canadian presence.
Strategic Objectives was named Weber Canada's PR and social media agency of record following two competitive pitches. Until now, Weber Canada has handled its PR and social media internally.
Strategic Objectives will work with Weber on a social media and public relations strategy that establishes media and influencer relationships, leverages storytelling opportunities and highlights the brand, its products and culinary expertise.
The partnership comes amidst a concerted years-long effort by Weber — whose charcoal grills are synonymous with barbecuing in the US — to expand its business in Canada, where it opened its first office and Weber Grill Academy in 2014.
“Our goal at Weber-Stephen Canada is to share our passion for grilling and ignite discovery among Canadians,” said VP of marketing Patricia Larez. “We want to make grilling approachable and share advice, inspiration and products that empower Canadians to discover new possibilities. We selected Strategic Objectives as our partner based on their outstanding track record for powerful, award-winning storytelling, expertise in the Quebec market, and their deep-rooted knowledge of the Canadian media and influencer landscape. We are excited to collaborate to drive consumer interest and continue driving rapid growth.”