Overview
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RUFUS TEAGUE: STUPID GOOD.
Rufus Teague didn’t get their recipe from their great-great-great Alabama grandfather. They didn’t find it in a chifforobe. And Rufus Teague isn’t some old backwoods barbecue genius. The truth is, Rufus is just a name that was made up because it was funny. And they make the sauce how they do because it tastes good. There’s not much more to it than that. Having fun and goofing off has always been their north star. Some would say they just got lucky. We say it’s because they keep things stupid good.
BRAND STRATEGY / BRAND ID / TONE & VOICE / PACKAGING
INSIGHTS & Analysis
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Building a brand position
A.
Category
Industry is growing, and variety is as important as ever.
Consumers stick with brands, exploring their full range instead of trying new ones.
Many businesses use better ingredients to boost value and sales.
B.
culture
Life moves fast, and people are looking for ways to slow down.
BBQ is more than food; it's part of who we are.
Humor begets happiness, and in some cases can help a brand be authentic
C.
competitors
Most brands here stick to a serious tone and highlight product variety.
Most brands push product-first.
Our chance to be the ‘fun’ BBQ brand with quality recipes and a unique story.
Brand POV
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Don’t overthink it.
In an industry that’s often highbrow and self-serving, we can’t overestimate the role our products play in people's lives. Too many brands take themselves too seriously. That’s not us. We believe there’s real opportunity in being a brand that delivers both utility and fun without taking itself too seriously.
Our audience works hard and plays hard. Whether they’re lugging a briefcase or a toolbox, when they get a chance to slow down, they love a good time, and a good laugh, with the people they love most. They believe in not taking life too seriously on their off-time and they connect with brands that feel genuine, approachable, and real.
white space
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BBMFQ.
(barbe-mutha-fuckin’-q) noun
The Rufus Teague brand knows how to have a good time. The brand is playful; we talk about our rich history and BBQ roots just as much as we talk about our high-quality and innovative products. In an industry marred by canned language, and ‘rugged seriousness,’ we’re a breath of fresh air.
