Consumer Campaign

Twist'd Q Campaign

BEST OF SHOW & 2 GOLDS – 2018 KCDMA AMBIT AWARDS

The secret ingredient to building a BBQ brand? Authenticity.


By finding the human truth that surrounds the BBQ grill, we were able to position Twist’d Q as an expert, allowing us to gain distribution in major retailers and steal share from corporate giants.


 

THE CHALLENGE

As a new brand with little equity, Twist’d Q had to get shoppers to choose their product over the well-known corporate brands that have dominated the seasoning and spice category for years.

THE HUMAN INSIGHT

Our research revealed that customers valued authenticity when it came to their BBQ. Because Twist’d Q seasonings and rubs were made by award-winning pitmasters, not technicians in white lab coats, we could tell a more authentic story than our competitors.

THE IDEA

To leverage the fact that our rubs were competition-tested, we crafted a story around the tagline “Make it Unbeatable.” This let customers know that they too could create award-winning BBQ and look like an expert to friends and family by simply using our rubs and seasonings.

To get the product in the hands and on the grills of our consumers, we focused on trial and awareness through direct mail sampling, print and strategic couponing tactics.

We knew our audience relied heavily on the social space for BBQ tips, tricks and recipes. So, we gave it to them in the form of authentic grilling and smoking content. Our social pages became the hub for online BBQ expertise.

Through gifs, memes and short videos, we showed consumers that Twist’d Q was as authentic as it gets, firmly establishing ourselves as the experts in BBQ seasonings and rubs.

 

Everything laddered up to our pitmasters. Through a four-part documentary series, we told the story behind our seasonings and rubs by featuring our championship pitmasters using our product as they prepared for the American Royal World Series of BBQ.

THE RESULTS

SECURED DISTRIBUTION IN

Major Retailers

INCREASED MARKET SHARE

11.35 pts

in seasonings category

INCREASED MARKET SHARE

4.3 pts

in rubs category

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