[Bar-S]
Iconic Summer Mashup 3.0
'Bar-S Guy' Starring Grillin Maidens
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
[Challenge]
After 2 years of national parody music success, how do we make the third installment of the Bar-S Iconic Summer Mashup trilogy the best one yet?
[Insight]
Maybe we don’t need to enlist an industry star of yesterday. Social media has opened the door for so many modern musicians to amass major followings beyond mainstream music labels.
[Solution]
We created an all-female, ‘80s parody rock band out of some of social media’s most talented musicians to put a new spin on Warrant’s famous glam rock classic, “Cherry Pie”. All in the name of Bar-S hot dogs, lunch meat, bacon, and chorizo.
The Music Video
Ready for the campaign breakdown?
Let’s rock n’ roll!
The Band
Separately, they’re some of social media’s biggest stars. But together, they’re the Grillin’ Maidens!
Drums
Kennedy Jardine
Self-taught COVID-19 drummer turned TikTok star with 2M+ followers
The Logos
We combined ‘80s rock inspo with juicy Bar-S meats and iconic grilling utensils to design original logos for our song and band. Both were epic. Both made us hungry.
The Website
We created a custom landing page where users could watch the music video, learn more about the band members, take notes on how to be a Bar-S Guy (or Grillin’ Maiden), and of course—get familiar with the Bar-S products featured in the song.
The Influencer Activation
In this case, our choice of influencers was easy—the Grillin’ Maidens themselves! We worked with each band member to post pre- and post-launch hype videos to promote the campaign and get folks rockin’ out to the sounds of Bar-S. As an unexpected bonus, all of the band members were so excited about the video that they each posted extra promotional content for us as well.
The Supporting Ads
We created a series of paid media social and digital assets to drive traffic to our landing page. These ads also accompanied the AdAge exclusive we secured for the campaign!
The Band Merch
It wouldn’t be a true ‘80s rock band without posters and merch! …And no, the Bar-S Guy Tour is not a real thing. But come on, how fun does Sausagepalooza sound??
[The Results]
The Bar-S Guy parody music video campaign is currently still live through the summer, so check back this fall for what we’re confident are going to be some mouthwatering results.
Behind the Scenes
From singing background group vocals with our client in the recording studio to watching Bar-S Guy come to life on-set in LA, this was a production worthy of the Rock & Roll Hall of Fame (still waiting on our official induction).
