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.
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.