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Strategic Objectives Fires Up the Grill for Weber-Stephen Canada with PR and Social Media Management


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Strategic Objectives, Canada’s most award-winning public relations agency, is proud to announce it has been named as the Agency of Record for Public Relations and Social Media Management for Weber-Stephen Canada (Weber), the world’s premier manufacturer of charcoal and gas grills and grilling accessories. The agency was retained following participation in two separate competitive RFPs.

“Our goal at Weber-Stephen Canada is to share our passion for grilling and ignite discovery among Canadians,” says Patricia Larez, VP Marketing, Weber-Stephen Canada. “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.”

Strategic Objectives will work with Weber on a social media and public relations strategy that establishes valuable media and influencer relationships, brings timely and relevant storytelling opportunities to the table and highlights brand innovation, new products and outdoor culinary leadership.

“Canadians know that every season is grilling season and that memorable, magical moments often start with fantastic food, sizzling on a hot grill,” says Judy Lewis, Strategic Objectives Partner and Co-founder. “Weber is a lifestyle brand that creates endless opportunities to inspire and enhance the meals and moments of Canadians, and our Strategic Objectives team is all fired up to partner with Weber to share this tasty story.”

To learn more about Weber and its products, please visit: www.weber.com.

About Weber

Weber-Stephen Products LLC began perfecting grilling in 1952 with the invention of the revolutionary Weber® Kettle Grill. Decades later, Weber now leads the grilling marketplace with charcoal, gas, pellet, and electric grills and accessories. The company offers outdoor cooking enthusiasts worldwide innovative new products techniques, and expertise, that help its loyal fans Discover What's Possible. In 2014, the company opened its Canadian subsidiary—Weber-Stephen Canada Co.—and Weber Grill Academy in Vaughan, Ontario to ignite Canadians’ passion for grilling with local know-how, inspiring recipes, and grilling skills from the experts. In 2021, Weber acquired June, a smart appliance and technology company that created the June smart oven and JuneOS, to accelerate the development of its Weber Connect technology, digital products, and experiences.

Weber can be followed on Facebook (facebook.com/webergrillsca) and Instagram (instagram.com/webergrillsca/). Visit www.weber.com/CA for product information, grilling tips and tricks, recipes and more.

About Strategic Objectives

Headquartered in Toronto and co-founded by partners Deborah Weinstein and Judy Lewis, Strategic Objectives is Canada’s most award-winning PR agency, and one of the country’s most creative, innovative, passionate, and successful marketing communications firms. Recipient of the Clutch 2020 Global Leaders Award and named Best Mid-Size PR Agency in the World at the IABC Gold Quill Awards 2019, Strategic Objectives is IABC/Toronto Agency of the Year 2020 and has been for eight of the last 11 years.

We create results-driven strategies integrating digital, social, and mainstream media, virtual, and experiential events, and influencer marketing programs to achieve outstanding measurable results. Global experts in social responsibility and cause-related marketing, we are the only Canadian communications company to ever receive the exclusive United Nations Grand Award for Outstanding Achievement in Public Relations, and the only all-Canadian agency to be named to the PR News Top Ten CSR (Corporate Social Responsibility) A-List.

Canada is our space. Our national, bilingual team includes an all-star roster of more than 30 top PR pros, strategists, storytellers, content creators, trend-spotters, trend-setters, designers, social media experts, video and graphic artists, digital developers, and pop-culture junkies. We are obsessed with providing outstanding client service and doing things differently to deliver impactful, measurable results.

Visit www.strategicobjectives.com and follow us on Instagram and Twitter: @SO_pr.

We love making good news for our clients! Please contact us here to learn more about how we can help you craft meaningful product launches that drive sales, consumer loyalty and elevate your brand awareness.

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