That’s the question Sweet Baby Ray’s asked us to answer, as the #1 selling barbecue sauce in the country was faced with two major challenges: first, they were the king of a crowded category filled with competitors trying to take their crown; and second, people saw barbecue sauce as a summertime-only condiment, with 65% of sales taking place between Memorial Day and Labor Day.

To ensure the brand stayed on top despite facing competitors with budgets 28 times their size, we needed to shift perception and turn barbecue sauce into a year-round condiment. Analyzing our large fan base on social media, we found that consumers’ love for Sweet Baby Ray’s stretched well beyond the grill — into kitchens, tailgates, Crock-Pots and beyond. The idea that no matter what you’re eating, “The Sauce is the Boss” became our rallying cry, and we developed a 365-day content strategy to support it across three core pillars: Simplicity, Experimentation and Empowerment.

This strategy not only fueled Sweet Baby Ray’s growth (currently holding over 42% of the market), but also helped the brand grow the entire barbecue sauce category more than the ketchup and mustard categories combined. Long live the king.