This was a relaunch of Kraft’s Garland Jack’s BBQ sauce. We tossed out the TV spots with “traditional cowboy recipe” poetry. Instead, we ran a summer tour event that brought the new self-effacing spirit of Garland Jack’s literally to the cul de sacs and city parks of America. We created packaging, a consumer-facing brand book, new site, smart-ass in-store shelf talker that was motion activated, and even a strange wet-wipe dispenser (Look for it in the video).
AGENCY: Crispin, Porter + Bogusky
ROLE: Creative Director/Concept/Writer
For Kraft // Crispin, Porter + Bogusky