We juxtaposed the brand's vintage authenticity with innovative digital technology to create "Ask Stubb,"
an Amazon voice skill combining lively archive audio of C.B. Stubblefield with no-nonsense help from Alexa.
The skill gives any user the opportunity to cook with a Texas original through recipes, music, tips, ordering and more straight from the Man Himself.
We promoted the skill through Amazon digital banners, a mix of social content,
and a sweepstakes ending on Labor Day, one of the biggest bar-b-q holidays of the year.
We reinforced the brand's heritage & authenticity in print campaigns that used real historical photos and the stories from friends, family, and country & blues stars like Joe Ely & Tom T. Hall to bring Stubb to life.
I was only responsible for the body copy in print, but it's nothing to shake a rib at.
We even brought those stories to digital & social with short web videos.
And digital banners showcased real photos of The Man Himself around his Lubbock operation,
or the products themselves with some Texas 'tude.
The Heritage campaign even extended to Tailgating Season in outdoor and radio executions.
Other digital executions stayed true to the brand's history and longevity with "1968 versions"
of banners and recipe cards.
And when Stubb's launched their new multi-purpose sauce, we customized
a vintage vending machine to make it easy for anyone to get their hands on it.
We got our hands on Silver at the National ADDYs out of the whole deal.
CREATIVE DIRECTION: Craig Mikes | George Ellis
ADDITIONAL WRITING: George Ellis | Drew Hammond
ART DIRECTION: Drew Hammond | Josh McGonigle | Terri Bonnet | Matt Morris