Kraft was launching a new BBQ sauce brand to compete in the rapidly expanding authentic segment dominated by newcomers like Sweet Baby Ray’s. Garland Jack’s Secret Six was intended to expand Kraft’s offerings beyond Bullseye and Kraft BBQ Sauce and retain customers migrating away from traditional category leaders.’

While the flavor profile, ingredients and recipes paid off the authentic BBQ expectations, Garland Jacks was ultimately a product of Kraft – not exactly an artisanal food purveyor. We had to create a brand and campaign that would allow us to speak to authenticity while being honest about where we came from.

We developed a design identity that created obvious distinction between Garland Jacks and the BBQ category. And we wanted to have bring a real human touch and levity to the category. So we tapped into the handmade roots of bbq in a way that was inclusive and lo-tech. Using noted street artist Serge Toussaint we hand-painted every piece of media, even going so far as to create a hand-painted website.

The Garland Jack's Summer of Sauce'um campaign generated 17,000 brand interactions, 383,526 impressions and 7,580 consumer samples.