The Sauce is Boss!
Tailgate tour consisted of stops at professional football games and State Fairs. Makai
was tasked with bringing the taste and flavor of Sweet Baby Ray's Sauce to consumers in an atmosphere where they were likely to be most receptive. Makai deployed brand ambassadors at pregame tailgate events. A two pronged approach was used to where teams created their own tailgate and were sent roaming to as "who's sauce is boss... which allowed consumers to change their current sauce for ours.
Makai created all promotional elements, concepted the consumer interaction, created data capture opportunities, negotiated space and locations and sampled product.