The Barbecue Signature Iron is appropriate for this category because it used promotional tools to publicize products for Tramontina’s Barbecue line. A key promotional action held in-store linked getting a Tramontina’s Signature Iron to the purchase of other premium barbecue products the brand offers. Those who bought these products would provide their signature right there and later receive their own customized Barbecue Signature Iron at home.

First, we sent customized Signature Irons to the world’s greatest barbecue chefs to help depict the brand’s respect amongst those who master the barbecue. This helped stimulate desire for the product amongst the general public. The product was then made available at the brand’s flagship store, but only for those who bought premium products in Tramontina’s Barbecue Line.

The idea helped to show the importance Tramontina gives to a good barbecue and associated the Barbecue Line to the extreme quality and care grill masters use to prepare their masterpieces. The world’s main barbecue specialists were impacted by the idea and helped raise awareness amongst the general public. This turned the Signature Iron into an object of desire amongst barbecue enthusiasts, leveraging sales for the brand’s premium products.

The idea impacted some of the most influential grill chefs in the world, such as Adam Perry Lang, Michael Simon, Wolfgang Puck, Thomas Keller, Daniel Bouloud, Anthony Bourdain, Alton Brown and Alex Atala, in addition to owners of renowned restaurants that are a tribute to meat, such as, Arri Coser, of Churrascaria NB Steak, Belarmino Iglesias of Rubaiyat and the owner of the world's most famous meat purveyors, Pat LaFrieda, as well as Brazilian celebrities who love grilled meat, such as singers and TV hosts. This strategy helped boost sales of Tramontina's line of grill products, which increased by 50.9% in relation to the same period of the previous year. Additionally, the Signature Branding Iron reinforced brand recognition for Tramontina in the global market, helping consolidate the quality of the brand's products among grill aficionados.