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Southside Market How do you tell the story of a Texas legend?

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June 2010

We took our first trip out to Elgin to visit the fine folks at Southside Market & Barbeque way back in 2010. We didn't realize it at the time, but something special had just begun.

The ASK

Identify Southside's unique spirit, and then spread the word.
Assessing the ask
  • There's a lot of good barbeque in Texas. What's special about Southside?

  • History: founded in 1882, Southside is unquestionably the oldest barbeque joint in Texas.

The ANGLE

We toured the meat packing plant, teared up in the smoke room, poured over old newspaper clippings, and of course, ate. A LOT. And then, it dawned on us.
SOUTHSIDE

The Barbeque that Started Texas Barbeque.

AUTHENTIC TEXAS BARBEQUE
You see, when you're the oldest barbeque joint in a state known for it's barbeque, well, that's something special. Southside's history was its most valuable asset, and we intended to tell that story to anyone who would listen.

We created a visual communications system that spoke to this unique history. Then we created a photo asset library that would leave anyone salivating. Us included. Lastly, we started writing. And writing. And writing some more. We created a messaging architecture that would guide all of Southside's promotions for years to come.

Spreading the WORD

The campaign objectives ranged from "butts in seats" to customer education. We addressed them all, in award-winning fashion.

1. Meat

2. Rub

3. Fire

4. Time

"It was very evident early on that they had a passion for the business we were in. They get us. Their customer service and commitment to helping us be successful is outstanding. They're working our brand around the clock.”

Bryan Bracewell
CEO/Pitmaster
Services provided
  • Strategy

  • Creative

  • Production

  • Media

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