SWEET BABY RAY’S: THE ESSENCE OF BARBECUE

People love the smell of barbecue, and no other sauce captures this smell like Sweet Baby Ray’s. To remind people of this, we parodied the sauce to look like a high-end fragrance brand. Through promotional packaging and magazine ads complete with a SBR-scented peel-out, “The Essence of Barbecue” campaign gets barbecue sauce lovers noses sniffing and mouths watering.