Project:Live Sauce First {Integrated Campaign}
Client:Sweet Baby Ray’s
Sweet Baby Ray's is the No. 1 barbecue sauce in America, and its fans don't treat it like a condiment. They plan meals around it. As Head of Creative at GYK, I led the work that turned that behavior into a platform: Sauce First.
The insight was simple: when you're eating alone, you go harder on the sauce. You dip more, pour more and stop worrying about being neat. Sauce First gave everyone permission to eat that way all the time. Flavor leads, the food follows.
1 box. 30 bottles. 0 chill.
Some people bring a rack of beer to the cookout. Our fans bring a rack of sauce. For National BBQ Day we packed every flavor in the portfolio into one box and auctioned it on eBay. 41 bids later it sold for $675, with every dollar going to Feeding America. Paid social, Instacart and creators like The Grill Dads and The Pointer Brothers kept it going all summer.
Hot Baby Ray's
To launch a new line of hot sauces, we took the sweet out of the name. The logo flipped to "Hot Baby Ray's," and the internet did the rest, with memes, creator content and fans asking if they'd been reading the label wrong all along.
