Agency / Crispin Porter + Bogusky
Client / Kraft
Project / Garland Jack's BBQ Sauce
We had to launch this weird little BBQ sauce brand. So we positioned it as the sauce that's ignores all the rules and bullshit around BBQ, and instead only focuses on having fun and eating. So to launch it, we obviously put a guy in a chicken suit and obviously had him carry BBQ's eternal flame across the country to reignite the passion for eating BBQ that's gotten lost amongst all the pressure to do things "right."