As a new player in the seasoning and spice category, Twist’d Q had to steal share from the well-known corporate brands that have dominated for years. To do that, we crafted a story around the tagline “Make it Unbeatable'. We leveraged the fact that our rubs were competition-tested to position Twist'd Q as the secret weapon that turns backyard grillers into BBQ champions.

Twist'd Q became the authority on envy-inspiring BBQ on social and across all campaign touch points. Punctuating everything with our pit master's stamp of approval put real weight behind our brand promise: that any griller can bring award-winning flavor home.