Project Description

‘QUE GREATNESS.

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We’re going pro.

In a time when most barbecue sauces and seasonings are all too happy to take the credit for flavor, Cattlemen’s wanted to help culinary pros create unforgettable dishes they can put their own name on.

World champion ‘que.

Where do you celebrate all those creative pros? The World’s Largest BBQ Competition, of course. We delivered four days of BBQ brilliance. The VIP event showcased Cattlemen’s portfolio of flavor through culinary presentations and interactive dining. From the tent design and décor to swag and menu creation, our Memphis in May affair delivered customers with a memorable experience and inspiration for continuing to create with Cattlemen’s.

Where do you celebrate all those creative pros? The World’s Largest BBQ Competition, of course. We delivered four days of BBQ brilliance. The VIP event showcased Cattlemen’s portfolio of flavor through culinary presentations and interactive dining. From the tent design and décor to swag and menu creation, our Memphis in May affair delivered customers with a memorable experience and inspiration for continuing to create with Cattlemen’s.

Sometimes the secret sauce isn’t sauce at all.

With their debut at Memphis in May, Cattlemen’s dry rubs complemented the sauce portfolio and answered regional preferences of BBQ flavor and execution. Sales materials and a video series helped launch the product line extension.

‘Que improved street sales.

As the brand grew so did it’s need for continued conversion programs. There was no way Cattlemen’s was going to let other BBQ babies try be boss. Beat the Street incentivized both operators and distributors to keep coming back for more. Brand loyalty was put to the test and Cattlemen’s delivered.

Built for foodservice.

Cattlemen’s had been building momentum. It was ready. Ready to make its mark as a foodservice-only leader. Ready to deliver on the brand promise with a cross-functional team of stakeholders. But just to make sure we included brand pressure testing as well as a comprehensive brand strategy that could flex across all audiences. There’s a lot of pride that goes along with mastering a culinary craft. But that pride belongs to the creators, not their tools. Cattlemen’s didn’t need accolades. It didn’t want credit. It wanted chefs to shine and own their flavors. The strategic brand direction became an evergreen playbook to deliver on this bold messaging and creative focus.

Cattleman’s got your back (of house) covered.

Cattlemen’s isn’t on tables and it’s not on shelves. It’s in the back of house providing the real flavor creators with barbecue tools built for foodservice, delivering all the things professional kitchens need to perfect their signature dishes. The heart and soul of this BBQ brand came to life in a campaign direction that showcased that professional passion.

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