overview
In 2020 Dinosaur Bar-B-Que did a brand redesign giving a fresh new look to the logo and colors while keeping the iconic 30 years of history.
THE PROJECT
Dinosaur Bar-B-Que currently sells their sauces in over 475 stores nations wide. With the new brand redesign, came the opportunity to rebrand the CPG. At the time Dinosaur sold three sauces in stores. They saw the opportunity to add two more to their catalog. From this the development of Red Chili Sour Cherry and Hot Honey Gold started.
implementation
During the pandemic, Dinosaur saw a high increase in our CPG. From this, we knew that the rebrand had to bring new life to the products but not change too drastically that consumers couldn't find the products. Our focus was to make the labeling more modern and sleek.
Once we had finalized a new label we worked on sell sheets for retail buyers. Click to see sheets. These sheets showcased all the sauces as well as our two new sauces.
In order to push the two new sauces to the press and influencers, we developed PR boxes. With these boxes, we wanted a fun concept that would make people excited and want to share. The concept was #IGotSauced. Each box came branded, with the two sauces, information sheets, recipes, and how the sauces all came about!
We also looked for a way to reach consumers in a less sales way weekly to keep reminding them of the sauces. We implemented this by developing a recipe newsletter called You and The Que. The news letter features recipes with one of the new sauces weekly. The newsletter gained over 35,000 subscribers.
outcome
The outcome was a successful launch selling over 100 cases of each sauce directly to consumers on the first day. We saw great engagement with influencer/press unboxing. People magazine picked it up as a new food for cookouts in their August magazine. We also saw both newspaper and blog mentions. Now months we are still seeing constant sales and features in Holiday wish list.
