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Head
Country

Where America
Comes Together.

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How We Made An Aging Brand Relevant Again.
Challenge:

Head Country was a beloved Oklahoma brand with a dated look and no real brand story—except the fact that it had been around in Oklahoma since 1945. Our assignment was to update the brand look and messaging to be current and relevant and to tell a story that would be emotionally engaging to those who had never heard of Head Country BBQ.

Solution:

Find the “One Thing” for Head Country that was true to who they were and relevant to the target audience. Then share that story in as many places and ways possible—with a limited budget—to reach more people, more often, for longer periods of time. The theme “Where America Comes Together” was developed as a way to communicate how barbecue brings family and friends together in deep, meaningful ways and how Head Country could play a major role in making these experiences extra special.

+
57
%
Unique Web Visits
Head Country Web
Video Thumbnail
Dinner Party Preroll
Video Thumbnail
May BBQ Month Preroll
Head Country Video — Pool Cheers
Swimming Preroll
Head Country Enjoy Summer Video
Enjoy Summer Preroll
Head Country Social Media Video
Social Video
Head Country Print Ad
Print Ad
17000000
+
Customer Reach Via Social Media Over 12 months
Head Country Facebook
Facebook
Head Country Instagram
Instagram
Head Country Twitter
Twitter
Head Country Food Truck
Food Truck
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