Join the Family
Many brands have a cult-like following, but none quite like Sweet Baby Ray’s.
Insight: People are very particular about the barbecue sauce they use, often leading to a community-like feeling between those using the same type.
concept: Lean into this community by creating a barbecue-sauce-centric cult.
Hidden in plain sight: to Join the Sauce Society, go to TheSauceSociety.com, but to keep the not-so-secret society a secret, the website will be hidden in AR posters as well as behind the the label on their Sweet Baby Rays.
Join us… We dare you
My Contributions:
Writer. Cult co-founder. co-concepter. taste tester (for research purposes).
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