REMA 1000 kickstarted the barbecue season by grilling "real time" on people's television screens. Different products were put on a flaming grill and properly barbecued "live" throughout the commercial break.

The first spot runs at the very beginning of the commercial break and introduces a meat product – in raw condition.

Halfway through the same commercial break, spot number two shows the same meat product - now semi-cooked.

At the very end of the same commercial break, the last spot reveals the meat fully-cooked, grilled to perfection.

The barbecue launch was the dominating television campaign for two consecutive weeks.The innovative use of media and the strategic placement of the many commercials challenged the networks to think differently about their commercial breaks.Consequently, a new format for television commercials was introduced: top, middle, tail.

The campaign launch of their new barbecue products was one big success for REMA 1000. The client increased their market share by 1.6% resulting in a total market share of 20.3%.

The total sale of barbecue products increased by 30% compared to the previous year. The sale of white meat (chicken and turkey) increased by 50%!REMA 1000's total income in 2009 was NOK 1.1 billion compared to NOK 825 million in 2008.