[Bar-S]
Iconic Summer Mashup 2.0
'Ham or Turkey Time' Starring Big & Rich
Brand and Creative Strategy // Copywriting and Concept Development // Graphic Design and Art Direction // Video Production // Influencer Activation // Social Media Strategy and Content Production // Digital and Traditional Media Planning and Buying // Web Design and Optimization
The Recognition
National Awards
2023 GOLD Reggie | Challenger Brand Marketing
2023 SHORTY Winner | Unboxing Video
Local & Regional Awards
AMA Spectrum Awards | 2023 Best of Show
AMA Spectrum Awards | 2023 Brand Marketing Campaign
AMA Spectrum Awards | 2023 Social Media Marketing Campaign
[Challenge]
How do we follow up from Year 1’s smashing parody music success across social media and with Bar-S hot dog sales? And how can we leverage and feature more of the Bar-S portfolio, making it more than hot dogs?
[Insight]
The comforting nostalgia from past culture and music was still alive and well with the Bar-S core audience, but to ensure it really connected for year, we leaned into audience research that showed a big chunk of Bar-S fans not only over-indexed in their preference for country music but lived in DMAs that had a strong country music lifestyle.
[Solution]
We teamed up with 90s country duo Big & Rich to put a country-rock twang on MC Hammer’s U Can’t Touch This, building a bigger, badder parody featuring several cut downs of the song to promote new Bar-S products, and expanding our digital and social media footprint to target a larger audience in key Bar-S markets.
The Recap
We created the first-ever Country Hammer Dance!
As MC Hammer would say, let’s break it down.
The Logo
The next-generation Iconic Summer Mashup campaign deserved a logo that would bring the essence of a rockin’ country party in Music City to life.
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The Music Video
Shot in the home of country music, Nashville, TN; we went bigger than we thought possible, grilling, line dancing and creating a mechanical hot dog ride that was a show stopper whether the camera was rolling or not.
Launching With Influencers
We needed to lean on today’s creative voices to help bring our song, video, and country lifestyle parody to life. We created special guitar cases rigged to play our song when they opened, decorated the outside to look like they were from an old Big & Rich tour and filled them with custom patches, denim jackets, bandanas and Bar-S products. The unboxing and follow-up recipe and tasting videos were seen across TikTok, Instagram, Facebook and YouTube.
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Social And Digital Media Ads
We loved the hero video as our core asset to promote, but in Year 2, we made a special effort to shoot specific 15- and 30-second spots that featured product-specific lyrics to create unique spotlights for the year’s key Bar-S portfolio items, resulting in a master brand campaign piece as well as lower-funnel assets designed to spark trial and sales.
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The Landing Page
We created a custom landing page for Ham or Turkey Time, so that fans could enjoy the video over and over again, but they could also learn about many of the new products featured in the song itself.
[The Results]
After all that line dancing and singing, you’ll want to sit down for these numbers. Our campaign was a smashing success across all measurable brand and business sales goals.
23% Lift in Sales
And for a more modest budget than our first campaign, the numbers didn’t look too shabby.
Behind the Scenes
It wasn’t our first rodeo working with Small Red Cape Productions. But it was definitely our first time shooting a mechanical hot dog.
