Traeger Gets the Spotlight in Home Depot's Grilling Campaign
The Home Depot is shining a spotlight on new WiFi-enabled, wood-pellet grills from Traeger Grills during its annual “Thrill of the Grill” campaign.
Account-specific signage employing the retailer's Thrill of the Grill logo and a "taste the wood-fired difference" message outfits the brand's new Pro 575 smart wood-pellet grill and smoker, which is displayed upfront next to Thrill of the Grill pallets stocking seasonal merchandise. Traeger enjoys additional secondary merchandising space further inside the store with floor units outfitted with an account-specific header card displayed on an endcap.
The custom signage directs shoppers online to homedepot.com/traeger, where visitors find a larger version of the aforementioned grill and smoker, as well as other exclusive and new Traeger grills. Display ads running on the site depict a Traeger grill while promising shoppers up to 10% off select grills, and directing visitors to more than 207 grills and grilling accessories. A half-page, Thrill-of-the-Grill themed feature in the retailer's May 2 circular also touted Traeger's new Pro 575 grill alongside exclusive grills from Nexgrill Industries’ Nexgrill and GHP Group’s Dyna-Glo.
The rest of Home Depot's Thrill of the Grill (TOTG) event is a replay of standard tactics. In stores:
- Pallet trains in the upfront seasonal department merchandise grilling accessories and tools such as TOTG-branded lighters from Calico Brands' Scripto.
- Pallets positioned within pallet trains stock charcoal from Clorox Co.'s Kingsford and Royal Oak Enterprises' flagship, Traeger wood pellets, and TOTG-branded Embers charcoal briquettes from Royal Oak.
- Kingsford's lighter fluid enjoys secondary merchandising space via themed quarter pallets.
Among supporting activity, the retailer's Facebook and Twitter covers spotlight grills from brands including Traeger. Radio spots and an April 25 email ad also tout the event with the latter tactic continuing to spotlight Traeger grills and encouraging users to "vote" on "which grill suits your inner chef." Voting on either gas, charcoal, griddle or wood-pellet grills direct users to the respective category on homedepot.com.
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