Jack Daniel’s BBQ championships

Jack Daniel’s needed a long idea that reflected the lives and interests of their drinkers.

American style low ‘n slow BBQ’s are huge overseas, you might have seen the competitions on TV where people BBQ meat for over a 36-hour period.
With that in mind we created the Jack Daniel’s National BBQ Championship Series - 12 nationwide events where teams compete for the title of Grand Champion.

We launched the series under the platform of the Brothers of the Grill. Over the following months we planned, designed and executed all aspects of the Championship - from finding locations, website, event collateral, promo material, to working with The Rock FM to give the event wide appeal and a 12 month story ending in a trip to the five American states where low ‘n slow BBQ is the biggest.

Results: Double digit sales growth in 2018 on the back of fierce
price drops from Jim Beam vs Jack Daniel’s price increase