Hark appoints Shout Digital to Big Green Egg account following a four-way pitch

Foodies, interior designers, architects and stylists know that a Big Green Egg is not just the incubating shell of emus, but also the undisputed and the original Kamado BBQ to have at home.

Hark Enterprises Pty Ltd [Hark], which has the local licence to import and sell the American icon, had been and working with a local digital partner on their own business and convinced their American partners a local SEO representative was key to cracking more of the market Down Under.

Following a four-way pitch, Hark awarded the SEO and Google ads business to Shout Digital.

Says Caroline Harkin, General Manager, Hark: “During the last six months we’ve seen the benefits of Shout’s very targeted approach for Hark and felt that a local agency would be able to generate more success than leaving the SEO responsibilities offshore.

“However, with our international business partner having a vested interest in local marketing we felt it was important we didn’t default to our own agency and that we went to tender. Pleasingly, we still felt Shout’s approach was the best.

“Australia’s population of 25M is considerably smaller than the USA market of 400M and our seasons, climate extremities, and outdoors lifestyles are unique.

“The kind of buyer for this product is also nuanced and looking for quality, hand-made products. Shout understood this and we’re looking forward to seeing what we can achieve with a locally led approach.”

Shout Digital Head of Growth, Matilda Toepfer, says one of the challenges outlined on the initial brief is that parallel imports of cheaper imitations of the Big Green Egg are using the words ‘Kamado’ in their registered product name: “Potential customers new to this type of BBQ system may find themselves shorter on knowledge and buying an inferior product due to existing rankings on specific keywords. We’ve set about creating an SEO and Google ads strategy that will ensure the superiority of the Big Green Egg’s culinary prowess comes to the boil.

“We know the quality of the product will appeal to Australian homeowners who want to make purchases that will last in our unique environment.

“We’re eggscited (sorry) to both build awareness around the ease of acquisition of these sought-after BBQs for design and food lovers in Australia and entice and educate any Kamado-curious customers to invest in the best!”

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