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Sweet Baby Ray's campaign

Print Ads, Business

Sweet Baby Ray's is the barbecue sauce for "people who put BBQ sauce on their BBQ sauce." To introduce Sweet Baby Ray's first food service ad campaign, MMB recognized consumers' exaggerated passion for the tangy flavor. These print ads appeared in various trade publications. MMB partnered with photographer Ashton Rodgers, who shot the ads in historic Texas BBQ joints.

Jamie Day, art director; Brendan Ryan, writer; Fred Bertino/Jamie Mambro, creative directors; Ashton Rodgers, photographer; Williams & Partners, retoucher; Michael Greene, producer; MMB (Boston, MA), ad agency; Ken's Foods, Inc., client.