Naming • Identity • Print • Digital


Renown for BBQ sauce, Stubb’s partnered with J-Bar-B Foods to release a line of precooked meats, made the same way C.B. “Stubb” Stubblefield would have cooked them in his original restaurant in Lubbock, Texas. J-Bar-B’s goal was to leverage the brand’s equity in the sauce category to win over consumers and grocery store buyers.


The branding campaign paid homage to the legendary man and his methods. Ads crafted with the same care that Stubb put into his cooking introduced the new products to BBQ lovers and helped the product line gain wider distribution.

Brand Truth:
Like the legend himself cooked it.