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BAR-S Iconic Summer Mashup 2.0

Ham or Turkey Time ft. Big & Rich

We teamed up with 90s country duo Big & Rich to put a country spin on MC Hammer’s U Can’t Touch This.

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

Hero image of Big & Rich with a barn in the background showing the campaign logo

The Challenge

How do we follow up from Year 1’s smashing parody music success with Vanilla Ice across social media and hot dog sales?

The Solution

Research showed that Bar-S fans loved country music, so we kept the nostalgic mashup series alive by teaming up with 90s country duo Big & Rich to put a country-rock spin on MC Hammer’s U Can’t Touch This.

Woman on a mechanical bull dressed as a hotdog.

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.

Iconic Summer Mashup Logo Vol 2 in a cowboy hat

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.

Influencer screenshot on social, in phone mockup
Bar-s Influencer jacket with custom patches
Influencer guitar with custom stickers
Influencer guitar case with custom stickers

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.

Social ad from the campaign, ft. Big and Rich
Social ad from the campaign, ft. Big and Rich
Social ad from the campaign, ft. Big and Rich

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.

Website mockup from the event, landing page showing the contest entry information

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.

And for a more modest budget than our first campaign, the numbers didn’t look too shabby.

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