In 2016, Weber-Stephen and design agency Fuenfwerken were honored with the German Brand Award in the Consumer Goods category—in Gold no less. The Gold book tells the story of how in just eight years Fuenfwerken was able to help its client revolutionize the European barbecue market, increasing brand awareness from 22 to 82 percent. The book presents the narrative of how the manufacturer of enameled barbecues was courageously able to navigate the paradigm shift to become a symbol of good food, quality and outdoor fun. The design agency packaged this journey in a glossy book that shows how ideas, enthusiasm, and brand understanding led to the Weber-Stephen brand winning GOLD. Plus, the book has meanwhile proved to be an extraordinary acquisition tool in gaining new customers.