The barbecue sauce category has exploded with quirky brands and regional products, and Heinz is uniquely qualified to stake a claim to a leadership position. To accomplish this, Brandimage was asked to create authentic stories of regional barbecue experiences from famous pitmasters all across the country.
Barbecue is regional, cultural, and personal. The grilling aficionado is looking for ways to customize their grilling experience and share culinary adventures with friends and family. These aspiring experts crave authentic variety, and enthusiastically debate the merits of their favorite regional styles and secret ingredients. It’s not just about sweet vs. tangy vs. spicy — it’s Texas vs. Carolina vs. Memphis vs. Kansas City.
The visual language of each sauce was crafted to give the design a distinctly regional accent, using design codes to tell meaningful and compelling stories. Brandimage’s creative solution allows Heinz to offer the passionate griller a variety of unique tastes — without leaving the backyard — through the authentic promise of regional barbecues. The brand launched with five original flavors, and due to their great success, three additional regions were added.