[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.