Founded in 1978, Renmans is a trusted butcher brand renowned for the quality and freshness of its meat, prepared daily in its workshops. Present in Belgium and Luxembourg, the brand is well known, yet not always top of mind. Its strength lies in artisanal expertise, fresh products, and long-standing customer trust.

Part of the same group, Henri Boucher embodies a more local and family-driven expression of the butcher’s craft. Rooted in tradition, the brand values authentic know-how, homemade recipes, and close customer relationships, while sharing the group’s core values of quality, service, and passion for the profession.

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The Briefing

BBQ season is the most strategic commercial moment of the year for Renmans and Henri Boucher. The mission was clear: establish and reaffirm Renmans as the first choice for BBQ meat, driving traffic to both stores and the website.

The campaign covered four markets: Belgium (Flanders and Wallonia), France, and Luxembourg, each with its own dynamics, promotions, and audiences. Every week brought a new offer, combining offline sales with online orders for in-store pickup, over an 18-weeks activation period from April 28 to August 28.

The challenge was multi-layered. First, the campaign needed to maximize sales and increase online orders. At the same time, it aimed to drive consistent footfall to the butcher shops.

Another key objective was to build strong awareness around the weekly promotions offered by the brand. In parallel, the communication sought to position Renmans as the first reflex for BBQ meat. Ultimately, the goal was to reinforce the brand as the go-to butcher during the peak BBQ season.

All while delivering against clear KPIs: awareness, conversions, and traffic and reaching the biggest possible target audience.

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The Story

To gain a large voice in the BBQ category during peak season, the strategy focused on authenticity, relevance, repetition, differentiation, and the smart use of data.

To win the BBQ season, the strategy focused on precision, rhythm, and scale.

Weekly promotional cycles were translated into agile, performance-driven media activations, tailored to each market while staying true to the brands’ DNA. Google and Meta played complementary roles: one driving high-intent traffic, the other amplifying visibility, inspiration, and conversion volume.

The media strategy was designed to meet consumers at every stage of the journey: from craving to click, from inspiration to in-store pickup. Appetite-appealing visuals of prepared dishes and butchers crafting freshly made products, combined with clear promotional messaging and localized targeting, ensured that Renmans and Henri Boucher became top of mind when consumers planned their BBQ occasions.

By continuously optimizing budgets, formats, and audiences throughout the season, the campaign maintained momentum week after week, turning a key business moment into a sustained performance driver.

What was special about this campaign is that from the beginning of April until early July, we supported the campaigns with weather-based automations. This approach allowed us to adjust the communication depending on the weather conditions and reallocate the saved budget when conditions and allocate budgets more effectively.  

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The Results

The campaign delivered strong results across all KPIs:

• Investment efficiency: €80,255.11 generated over 196 million impressions, reaching nearly 7 million unique users.

• Conversion success: Almost 17,000 purchases, demonstrating strong visibility and high-quality targeting, not only reaching clickers, but real buyers.  

• Traffic performance: Google accounted for 57% of the 214,691 total link clicks, confirming its role as a high-intent traffic driver.

• Meta year-on-year growth: With a 51% budget increase, the campaign achieved +80% impressions and an impressive +1105% orders.

More than a seasonal success, this activation reinforced Renmans’ position as the BBQ reference, and proved that with the right strategy, a brand which is not always top-of-mind can become the first choice at exactly the right moment.