How Big Green Egg empowered its brand with merch
From Kamado Grills in seven different models to hundreds of matching accessories... Big Green Egg keeps expanding their product line with the craziest ideas. Their latest addition? Their own clothing line for real fans!
Find out how unique merch made Big Green Egg's brand experience stronger than ever!
A world-class product
Big Green Egg is the number one worldwide brand in Kamado Grills.
From the original Big Green Egg, the company has grown to include seven sizes of the all known ‘Egg’ which is available throughout the world in over fifty countries.
Together with hundreds of accessories, it is designed to make cooking anything on a Big Green Egg fun, entertaining and delicious!
The ‘Egg’ is described as an icon, a statement and a world-class product.
Extending the line
Big Green Egg is about the whole package.
The Egg is the main product, but you can also buy accessories such as charcoal or smoke chips, side tables and all the tools you need to prepare any kind of food.
Customers and fans can buy everything to create magic with their Egg.
Next to that main range of products, they wanted to extend the line.
Together, we came up with a merchandise strategy to empower the experience of Big Green Egg Fans.
From now on, besides the accessories, there is a successful Big Green Egg clothing line which contains custom t-shirts, hoodies, baby bibs and dad hats.
The ultimate experience
“Forget the standard product range and go for the ultimate experience.”
That’s what Big Green Egg did.
The company really wants fans to fall in love with the brand.
Research has shown that launching products for special occasions are popular.
For example, fathers can collect the Big Green Egg socks every year on Father's Day.
These examples of the Big Green Egg clothing collection demonstrate the creativity of the designs. All the designs reflect one of the core values of Big Green Egg: "Quality, originality, experience, creativity, minimalism and authenticity."
How a good start brings you further
The first thing they needed to know is what they wanted to achieve with the merchandising. For Big Green Egg, the goal was to extend their standard range that is as qualitative, durable and iconic as the ‘Eggs’.
Next to that, it’s important to have an efficient strategy to promote the clothing.
So Big Green Egg launched a memorable collection with a variety of products during a big event, The Flavour Fair. The clothes were presented in a creative way and both the booth and the merch itself radiated Big Green Egg.
It was a success, lots of people bought products to treat themselves or decided to buy a gift for their friends and family.
Talking about ambassadorship!
Take your community to the next level
We want you to grow by empowering your people to wear your message.
Reading this case study is only the beginning. Don’t hesitate to contact our experienced team.