Overview

Sonny's Bar-B-Q wanted to reconnect with their heritage — and with their customers. So the journey began with immersion — our team of anthropologists hanging out with customers and observing pitmasters. (Sweet gig, right?)

But the team did more than enjoy a few free meals. They also designed a marketing strategy, built on authenticity, that employed digital, social, print, TV, radio and in-store collateral.

The strategy worked, by the way. Sonny's has seen significant increases in monthly sales over last year. And not just because our anthropologists keep going back there. Though it doesn't hurt.