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Country Bob's Grill It on iPad

Branding Campaign: Country Bob's 


Country Bob's


CPG, Food & Beverage


Branding Campaign,

Conceptualization, Planning, Strategy

The Brief

Country Bob's markets sauces and seasonings in major grocery chains throughout the central United States. While product distribution was strong, Country Bob's was looking for ways to move more product off the shelf at retail and top-of-mind for cooks and grillers everywhere.

The Path Forward

To help develop a campaign that emphasized the product's evolution from simply being 'just' a steak sauce to an everything sauce. The campaign would aim to build brand awareness and acquire premium sauce shelf space at retailer's and grocer's in the Midwest.

The Goods

The strategy process included developing a distinct tagline and collaborating with the creative team to help ideate and execute the campaign across multiple platforms.


I conceptualized "The IT Sauce", the everything sauce for burgers, fries, veggies, and sides. As a result, a series of short TV/radio spots that visualized and emphasized Country Bob as "The IT Sauce," an all-purpose sauce.

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