Big Green Egg Appoints Adaptive Consultancy For UK Launch

Alfresco Concepts, the UK distributor for Big Green Egg, the American all-in-one grill, smoker & pizza oven, has appointed Adaptive Consultancy to launch of their products and accessories in the UK.

Online PR News – 01-July-2010 – – The Big Green Egg Company was launched in 1974 in a small mall in Atlanta, Georgia and is now the world’s largest manufacturer and distributor of kamado-style cookers, the fastest growing segment in the US barbecue industry.The concept was an outdoor BBQ oven derived from an ancient clay cooker called a 'kamado'. The company is now the world’s largest manufacturer and distributor of kamado-style cookers, the fastest growing segment in the US barbecue industry.

Commenting on the UK launch, Alfresco Concept’s Director David Ezrine said "the Egg has been a phenomenon in the USA. It has spread like wildfire through foodies and BBQ enthusiasts alike. There is nothing like cooking on an Egg, it's more than a barbecue, it is an outdoor cooker, made using space age ceramics. The flavour and moisture that comes from cooking on the Egg is remarkable, as is the ability to cook in all weathers, without a problem.

Talking about the appointment of adaptive, David said, “we have some interesting ideas about how to market the EGG both to the consumer and the trade in the UK. We wanted to work with one company to pull all this together and execute the plan. This meant we needed design for print materials, a new website with high end functionality and an iPad app, a key offering for our wholesale customers. Adaptive really understood our strategy and were the only company we spoke to who could offer a full service.”

For Alfresco Concepts, the EGG will be launched simultaneously to the trade and the consumer. It is such a unique cooking concept that David felt product demonstration was the best way to show its versatility and cooking results. He will be conducting a series of town centre demonstrations around the country and the website will be launched in September.

Adaptive Consultancy is a young, fast expanding website design and internet marketing agency based in London. Adaptive offers a very personal service, creating bespoke solutions for a mix of business to business and business to consumer clients. Adaptive solutions embrace strategy, research, design, technology, marketing and project management.

A key facet of Adaptive’s approach to website design is to take a holistic approach. “A website doesn’t exist in a vacuum,” explains development manager Alex Bernatos. “Before we start any new project we get a thorough understanding of our client’s market and invest time in defining what is unique about their product or service. Graphic design is like the icing on the cake – without the right recipe and cooking time it will fall flat.”

Adaptive’s integrated approach means that they are able to advise their clients on how to generate quality visitor traffic by being highly visible on search engine results pages. The internet is the one medium where the impact of your marketing effort is completely transparent. The Adaptive team is trained to implement and use a range of simple but advanced analytics tools to help their clients make better decisions.

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