Launching a Texas original on a national stage
project overview
Renowned for their BBQ sauce, Texas’ own Stubbs BBQ was moving into a new era, partnering with J-Bar-B Foods to release a line of precooked meats. We helped the brand launch their line with an authentic campaign that embodied their storied history to win over consumers and grocery store buyers.
Challenge
A legendary name in Texas BBQ hits the shelves nationwide
CB Stubblefield opened his first BBQ joint in 1968 in Lubbock, Texas. Soon, the man and his restaurant became legendary for both live music and great BBQ. Over time he grew the business, opening a famous venue in Austin and launching sauce and rub product lines. And when it came time to build on this success with a larger product line release in partnership with J-Bar-B Foods, Ampersand was hired to help the brand reach a broader national market without losing its Texas roots.
solution
We built a campaign that would make the pit master proud
It was obvious that the man behind the meat and his experience as a BBQ pit master was the key to communicating why BBQ enthusiasts should trust the product. We created a campaign direction that celebrated the Stubbs history and quality with a tone and personality that felt authentic to the man who built the brand. With a strategic out-of-home placements and radio ads in key markets, we made sure everyone knew that by buying Stubb’s meats they could cook just like the master himself.
results
Slow-cooked meats, sold faster than ever
BBQ lovers rejoiced! Suddenly, 15 hours of slow-cooked goodness could be achieved by simply warming it up in the oven. Whole slabs of brisket and ribs started flying off of shelves and initial sales goals were reached in less than 90 days.
