It's a bit of promotional fun from Weber.
The kit is a black portfolio (cardboard) containing a welcome letter to the Campaign to Promote Grill Decency (signed by Chuck Yur Grill), a laminated card identifying you as a Grill Decency Agent, a button, a few stickers and a bumper sticker, a brochure and, my favorite, a few door hangers to place on the doors of neighbors who you see with a crappy grill (it lets them know there is another way).