Kraft has traditionally worked with large, global agency networks. However, in an effort to help some of their smaller brands work more efficiently, they were tasked to find a small independent agency to help Bull’s-Eye BBQ Sauce, one of their important but lesser backed brands. This led to a process that featured 15+ agencies. Through a highly competitive pitch process, we were selected for our ability to connect with the rigid Kraft brand process, yet express the result in highly creative ways.
The campaign took place in several test markets, with incredible success including outdoor, radio, point-of-sale, and more. We were held up as THE case study in Kraft of how to do a lot with a little, and were able to present the case to the entire Kraft marketing staff as well as their agency representatives. Consequently, we worked on a few of their other brands including one of their flagship brands, Miracle Whip.