We combined the trend about green cities and roof terraces with the ingrained myth that there is a special taste to a ‘real barbecue’ to create a unique barbecue party for influencers and journalists at Weber’s Grill Academy. Influencers and journalists grilled, under expert guidance, their food at Weber’s new electric grill Pulse and, by gourmet blind tasting, tested various delicacies prepared on electric, gas and charcoal grills. And the discerning audience found that electric grilled delicacies have exactly the special barbecue flavor that any gourmet man expects. A collaboration with Food TV provided visual and gourmet weight for the launch via illustrative films with simple recipes and concrete demonstration of the features of Weber Pulse. Subsequently, we established influencer collaborations with four big-city bloggers, activated the Weber Pulse grill bus at Fields in Ørestaden and Kolding and rounded off a seasonal and trend-based classic PR campaign.