Despite its origins as a humble Texas brand, Stubb's Bar-B-Q Sauce soon became tenth in the category. Stubb's came to us looking for a way to compete with global food manufacturers that were flooding the shelves with soulless sauce brands. We liberated the brand from competing in a pointless “flavor war” and focused on its unique potential: to be a standout for authenticity, story and passion.
Liberation Idea: Feed Your Soul
We placed the sauce’s legendary creator, C.B. Stubblefield, front and center along with his love for music, friends and food. This authenticity resonated loud and clear with consumers and the brand soon became fourth in the category.
To bring the legend of C.B. Stubblefield to life, we created the first hands free BBQ manual with archived audio of Stubb himself.
Created entirely in house by BBQ-loving Proofers, this vintage vending machine was recrafted to dispense bottles of mouth-watering Stubb's Bar-B-Q Sauce.
