Oven Pride, the UK’s No.1 oven cleaning brand, achieved a 4% year-on-year sales uplift[1] according to Kantar between May and July following the launch of its bold new campaign, Grill with Pride.
The activity also delivered a notable increase in household penetration in May[2], tracking ahead of both Total Market and Total McBride Cleaners benchmarks – clear evidence that the campaign didn’t just raise awareness, but converted new customers and reignited brand loyalty.
Developed and delivered by Quince Creative Communications, Grill with Pride was the brand’s most ambitious campaign in over a decade, designed to create a new occasion for Oven Pride to shine by turning the spotlight on an overlooked topic: BBQ hygiene.
Running across radio, PR, social media, influencer partnerships, and as proud sponsor of the FUME BBQ Festival, Grill with Pride marked a major shift for the cleaning category: moving beyond functional messaging into real-life, relatable, personality-filled storytelling.
The campaign saw Oven Pride team up with Eating with Tod (aka Toby Inskip), one of the UK’s most influential food creators, Professor Christopher Elliott, a leading expert in food safety at Queen’s University Belfast and Chef Vinnie Hardy, known for his creative approach to modern British cuisine in fine dining and home settings. Together, they tackled BBQ myths just as grills across the country were firing up for summer.
Research commissioned by Oven Pride revealed that 1 in 6 Brits believe flames kill off all bacteria and over 25% think a dirty grill ‘adds flavour’; insights formed the foundation of the campaign’s myth-busting message.
The collaboration with Professor Christopher Elliott added a trusted scientific voice to the campaign, reinforcing Oven Pride’s dedication to public education, consumer trust, and responsible cleaning.
“Barbecue cooking is often thought of as low-risk, but in reality, it can present real food safety challenges if not done correctly,” said Professor Elliott. “It’s fantastic to see a brand like Oven Pride raising awareness and helping families grill safely.”
At the heart of the campaign was Toby Inskip, aka Eating with Tod, whose no-nonsense, family-first food content resonated with audiences nationwide. As co-founder of the FUME BBQ Festival, he brought both credibility and cultural insight to the table.
“BBQs are where some of the best family memories are made… and some of the worst hygiene habits too,” said Inskip. “This campaign’s not about being perfect – it’s about being aware. And that’s a message I’m proud to share.”
Shot in a raw, unpolished style complete with AI-enhanced visuals (yes, the wasps were *almost* real enough to swat), the campaign captured the mess, joy, and chaos of BBQ season in a way that felt unmistakably authentic.
“We wanted this campaign to feel authentic, accessible and genuinely useful for families,” said Pavan Chandra, who leads the marketing strategy for Oven Pride, Surcare and other McBride-owned brands. “Unlike typical cleaning ads that focus purely on function, this was about behaviour and insight – helping people grill safely and confidently.”
Grill with Pride achieved 154 pieces of print/digital press coverage across national, regional, and broadcast media, reaching a total audience of 10.7 million.
Across the airwaves, it delivered 64 broadcast segments with over 3 million listeners, on stations including BBC Newcastle, BBC Cumbria, BBC Tees, Big City Radio, Unity 101, UCB, and Siren Radio.
Print and online coverage included The Grocer, Good Homes Magazine, Apple News, i News, The Sun, The Mirror, Daily Express, and Daily Star, alongside 73 regional features that brought the message home across the UK.
Social media added another 1.6 million organic reach, with the Eating with Tod partnership contributing an additional 600,000 views through engaging, educational content that perfectly blended entertainment with hygiene awareness.
Taking the message offline, Oven Pride proudly sponsored the FUME BBQ Festivals in London and Manchester – bringing “clean grilling” to life with branded cleaning stations, main-stage talks, and product demos. Even pitmasters and vendors joined the clean-up using Oven Pride, turning the campaign into a genuine community moment.
“Grill with Pride has been a standout moment for Oven Pride – not just creatively, but commercially too,” said Pavan Chandra. “Seeing household penetration rise and sales grow off the back of a campaign rooted in real behaviour and cultural insight proves that when you connect with people in an honest, useful way, the results follow naturally.”
Results:
- +4% YOY sales growth (May–July)
- Household penetration increase in May, sustained through summer
- 154 total pieces of print/digital coverage (10.7M reach)
- 230 brand mentions
- 64 broadcast segments (3M+ reach)
- 1.6M social reach
- 600K influencer reach
By combining behavioural insight, expert voices, and creative storytelling, Grill with Pride proved that a cleaning brand can drive both cultural relevance and commercial growth.
From national headlines to backyard BBQs, the results speak for themselves: alongside strong PR and social engagement, sales rose +4% YOY across May–July, supported by measurable value and volume growth and a penetration uplift that began in May – the exact moment the campaign launched.
This consistency demonstrates that the uplift wasn’t simply promotional but was driven by seasonal relevance, behavioural insight, and cultural timing, showing how a fresh brand positioning can translate directly into sales momentum.
Because when it comes to summer grilling… great cooking starts with a great clean.
