executive summary

situation analysis

target audience

IMC strategy

objectives

creative brief

evaluation plan

appendix

works cited
 Executive SumMary
Founded in 1985 in Chicago, Sweet Baby Ray’s (SBR) grew quickly by gaining market share and even-
tually becoming the fourth best-selling barbecue sauce in 2002. Sweet Baby Ray’s is currently dis-
tributed heavily across the Midwest and on the West and East coasts. Direct competitors include K.C.
Masterpiece and Kraft barbecue sauces. Indirect competitors include McIlhenny’s Tabasco sauce and
Heinz Ketchup. Sales reach their peak during grilling season between May and August, when 10% of
households purchase barbecue sauce. Therefore, one of the main challenges is maintaining consistent
sales throughout the year by increasing brand usage in the off-season.

Currently, Sweet Baby Ray’s selectively targets men, roughly ages 22-48. These manly men are the
“Grill Masters” and take pride in grilling for family and friends. UpKetch Advertising created a cam-
paign targeting females ages 28-50 with families, deemed the “Party Pleasers.” The Party Pleasers
complete grocery shopping and cook for their families, while also hosting cook-outs with friends and
extended family. Sweet Baby Ray’s adds a special feeling to the meal and is essential to the family din-
ing dynamic.

This campaign revolves around the concept that SBR is the “fifth member of the family” and the tagline
for all creative executions is “One of Your Own.” To unify the campaign, each creative execution will
feature the Sweet Baby Ray’s product within a picture frame, to show its belonging to the
family element. Additionally, each execution will feature the same color palette and fonts.

This marketing campaign utilizes a variety of media, sponsorship, promotions, and product
placements with the overall goal of reaching 70% of the target with a frequency of four.
Beginning on May 15, 2007 and lasting for one fiscal year, this campaign will focus in
top Midwestern cities, including Chicago, Detroit, Minneapolis/St. Paul, St.
Louis, Indianapolis, and Madison. The media strategy for the first part of
the campaign (May-September) is pulsing, as advertising is heavy to pro-
EXECUTIVE SUMMARY

mote sales during the grilling season. The second part of the campaign, in
the non-grilling season months of October-April, will have a continuous
media schedule to remain in the consumer’s frame of mind.

Through the following campaign, UpKetch Advertising will invigorate the brand
to truly connect with consumers, allowing them to see Sweet Baby Ray’s as one o f
their own.
1
 situation analysis

company analysis
Sweet Baby Ray’s Inc. was founded in Chicago in 1985 by Larry and David Raymond and their
childhood friend, Mike O’Brien. The Raymonds entered their family barbecue recipe into Chi-
cago’s annual summer celebration of food and entertainment, The Taste of Chicago, and placed
second. This appeared enough motivation for the trio to start their company, Sweet Baby Ray’s
Inc., named after David’s nickname from his basketball playing days as a youth in Chicago.
The company and trio realized early success and a cult following in Chicago through the ag-
gressive implementation and use of in--store demonstrations, coupon promotions, and neighbor-
hood food and entertainment festivals. (Sweet Baby Ray’s, SBR online)

Sweet Baby Ray’s enjoyed much local success within the confines of Chicago for its first eleven
years. In 1996, Sweet Baby Ray’s was the “BBQ Guru’s” to the Taste of Chicago, a prestigious
title that helped fuel growth of the company and its products. When 1999 rolled around, Sweet
Baby Ray’s sales reached 500,000 cases of barbecue sauce. Although Sweet Baby Ray’s Inc. is
a private company, as of 2002, the company surpassed over $28 million in sales, making it the
fourth best selling barbecue sauce at that time. (SBR online)

With Sweet Baby Ray’s starting with one type of sauce, The Original, the company has diversi-
fied to include Hot ‘N Spicy, Honey Barbecue, Honey Chipotle, Sweet Vidalia Onion and Hickory
& Brown Sugar. Sweet Baby Ray’s has also entered the restaurant industry with their Sweet
Baby Ray’s Barbecue Restaurants. Although not a component of our integrated marketing cam-
paign, it is necessary to point out their direction and vision. These restaurants have a barbecue
and rib dominated menu with a smokehouse motif, specializing in catering. The company has
two locations in the Chicago suburbs, one in Elk Grove Village, Illinois and one in Wood Dale,
Illinois. (SBR online)

Currently the sauce is available in over forty states and 16,000 store locations, with distribution
with key retailers, such as Albertson’s, Dominick’s, Giant, Jewel, Kroger, Meijer, Safeway and
Winn-Dixie. Sweet Baby Ray’s Inc. is currently headquartered in Schiller Park, Illinois, a major
suburb of Chicago. (SBR online)
consumer analysis
Barbecue sauce is an accompaniment to grilled foods. It is used to garnish meat before, after,
or during the processes of barbecuing, grilling, or baking. The most popularly barbecued meats
are ribs and chicken. Barbecue sauce is most popular amongst the age group of 25 to 44, but
more so within the range of 35 to 44. Most of them tend to be married, with a household of no
children. Caucasians are dominant consumers than any other race. (Simmons 535)

Although the majority of the barbecue sauce users are from the southern and east cost regions
of the United States, heavy users are often loyal to established regional tastes and brands. (Early
2005) (See Appendix, Chart 1 for differentiated preferences.)

It is also common for barbecue fanatics to prefer homemade sauces. Being a seasonal sauce, less
than one bottle, can or jar is purchased per month. However, sales reach its peak during the
barbecue season between May and August. During these months, 10%.of households purchase
barbecue sauce and 80% of barbecue sauce sales take place. (Simmons 33)

In addition to individual purchases of barbecue sauce, the food service industry is also
a key contributor to the barbecue sauce market. Many times restaurants are affiliated
with a specific brand, where they exclusively use that sauce in the preparation of their
entrees. Barbecue sauces are also purchased to be used and displayed at food festi-
vals and barbecue competitions. This type of association becomes the inf luencer for
individual households to purchase and use the brands that they have
been exposed to. SITUATION ANALYSIS

3
 industry analysis
Sweet Baby Ray’s is a member of the condiment industry, a $3.2 billion industry that
is comprised of some of the largest conglomerates in the world (Gourmet Retailer
online). The major competitors are Heinz, ConAgra, and Nestle Group, which are all
Fortune 500 Companies that earn $8.9 billion, $14.5 billion, and $91 billion of gross
revenue respectively (Hoover’s online). The condiment industry is dominated by large
conglomerates that have more brands that compete with Sweet Baby Ray’s. These
companies have more resources in the form of increased finances, people, brand
awareness, brand equity, and distribution channels.

RECENT TRENDS risks

• Creation of smaller
condiment segments, including
Hot, Cajun, and seafood-centric
sauces
• Changes in packaging that
include vivid imagery
• Significant trend towards all-
natural and organic food
• Use of high end, unique
ingredients that may include
the use of pears, apples,
oranges, rare peppers, and figs
• The industry is seeing fewer young children consuming
condiments. Undoubtedly a large segment of the population,
this will create some problems for the industry. It will be more
difficult for the industry to reach this segment and the lost
revenue from this population segment will challenge the industry
and its members.
• Consumer lifestyles are increasingly busier and the on-the-go
way of life is beginning to dominate our society. Therefore, people
are less apt to use condiments while they are rushing from one
task to another. This presents a problem for the industry. They
will have to devise new strategies to reach this segment and also
strategize to produce packaging conducive to these busy lifestyles.

market analysis
The market for Sweet Baby Ray’s Barbecue Sauce is found in over 43 states and in over 16,000
stores. The sauce was founded in the west of Chicago and is now one of the fastest growing
barbecue sauces in the United States. The sauce is mainly distributed in the Midwest. (SBR on-
line)

Barbecue sauce is the company’s only product. Their sales have increased steadily to over $23
million during 2002. (SBR online)

The majority of consumers of Sweet Baby Ray’s Barbecue Sauce are sport enthusiast males
aged 22 to 48. They are given the title of the “Grill Masters” for their pride in outdoor activities
and grilling.
Sweet Baby Ray’s Barbecue Sauce is also purchased for restaurants as it provides for over
16,000 restaurants, such as pubs, bar and grill, and quick-service restaurants. The barbecue
sauce is also purchased for retail purchase as it is sold in over 18,000 grocery stores across the
country. Sweet Baby Ray’s Barbecue Sauce is also intended for distributors and retailers as the
products come in sizes of 1 gallon, 5 gallons, 55 gallon drums, and 3,000 lb totes. (SBR online)

Sweet Baby Ray’s Barbecue Sauce has a 34% market share in the Chicago land area. Sweet
Baby Ray’s contributes to the growth of barbecue sauce as it contributed for 91% of category
growth in the Chicago market as well as 60% of the category growth nationally (SBR online).
With Sweet Baby Ray’s Barbecue Sauce being one of the fastest growing barbecue sauces in
the United States, the company has the potential to increase their market growth and expand
to even more cities and states.

product analysis
PRODUCT
This integrated marketing campaign aims to promote Sweet Baby Ray’s Original Recipe for
barbecue sauce. Ingredients include high fructose corn syrup, vinegar, tomato paste, modified
food starch, salt, pineapple juice concentrate, natural smoke f lavor, spices, caramel, sodium
benzoate as a preservative, molasses, corn syrup, garlic, sugar, tamarind, natural f lavor. Other
Sweet Baby Ray’s f lavors include: Sweet Baby Ray’s Hot ‘N Spicy, Sweet Baby Ray’s Honey
Chipotle, Sweet Baby Ray’s Hickory and Brown Sugar, Sweet Baby Ray’s Sweet Vidalia Onion
and Sweet Baby Ray’s Honey.

PRICING
An18oz bottle of Sweet Baby Ray’s Barbecue Sauce costs $2.74 (Dominick’s In-
store visit).Other sizes include 28oz bottle, a 40oz bottle, and a 1 gallon bottle.

DISTRIBUTION
Sweet Baby Ray’s Original Recipe is currently distributed across
the US, concentrating heavily in the Midwest, West and East coasts.
SITUATION ANALYSIS

(See Appendix, Map 1) Distributors include: Jewel, Cub Foods, Del

Ray Farms, Fairplay, Menards, Piggly Wiggly, Pic N Save, Felpausch,
Meijer, and County Markets (see Appendix, list 1 for complete list of
distributors). Customers can also purchase Sweet Baby’s Rays BBQ
sauce on the website, www.sweetbabyrays.com.

5
 competitive analysis
(Direct Competition)
K.C. MASTERPIECE
KC Masterpiece was introduced in Kansas City by Dr. Rich Davis in
1978. The “KC” in KC Masterpiece stands for Kansas City as it was the
place where the barbecue sauce was first introduced. KC Masterpiece
Barbecue sauce is a very popular barbecue sauce. It is distributed na-
tionally through Grocery, Mass Retailer. The barbecue sauce claims to
be the number one premium barbecue sauce sold in the United States.
The barbecue sauce is available in nine savory f lavors. (KC Master-
piece online)

Current ad campaign
KC Masterpiece® Barbecue Sauces are rich and thick,
adding smoky and sweet flavor to every bite. They’re
great for broiling, baking and grilling, and as an ingredient
in recipes. KC Masterpiece uses different forms of media
which consist of:
• Television
• Print
• Online
• Contests
Current Price: $2.12 for 18 oz

KRAFT BARBECUE SAUCE

The nationally known brand of Kraft began selling barbecue sauce in the mid-1900’s, and they
have dominated the industry since then. Kraft was the first national brand of barbecue sauce in
America as well as the best-selling barbecue sauce in the world. Today, it is the most popular
sauce used as a base. (Kraft Foods online)

Current ad campaign
Kraft Barbecue Sauce is using “KRAFT Your Summer”
as their campaign because they find an importance in
family and friends. The campaign is considered fresh and
exciting because it helps transform everyday meals into
everyday meals. Media used are:
• Television
• Print
• Online
• Promotions
• Contests
Current Price: $2.04 for 18 oz
competitive analysis
(Inirect Competition)
McILHENNY’S TABASCO SAUCE
Tabasco sauce is a competitor for barbecue sauce. McIlhenny’s Tabasco is
distributed nationally throughout grocery stores, restaurants, bars, and club
stores. It is sold in more than 160 countries around the world, and the labels are
also printed in over 22 languages. (Tabasco online)

Current ad campaign
McIlhenny’s is currently using Mardi Gras as their them to
promote their sauce. They are using the campaign, “It’s
Mardi Gras! Cook up Cajun and Creole favorites!” Different
forms of media which consist of:
• Television
• Print
• Online-Screensaver download

Current Price: $3.45 for a 5 oz

HEINZ KETCHUP
Heinz is a globally US based company that holds the number one and number two positions in
various countries. The Heinz brand is a $2.5 billion global icon as it sells over 650 million bottles
of ketchup worldwide in 140 countries. Heinz also makes 11 billion packets of ketchup each year.
Revenues have climbed from the thousands to the billions. As Heinz markets have grown from
local to national to global, the idea has stayed the same. The idea of quality has been the Heinz
mainspring. (Heinz online)

Current ad campaign
Heinz uses the campaign, “If it isn’t Heinz, it isn’t Ketchup”.
With that quote as their campaign, they have stayed with
the idea of quality as their promotion tactic. Media used
are:
SITUATION ANALYSIS

• Television
• Print
• Sponsorship
• Online
• Promotions
Current Price: $1.95 for 20 oz

7
 advertising audit

ADVERTISING STRATEGY
Sweet Baby Ray’s current advertising strategy includes event sponsorship and viral marketing
efforts as they stray from traditional advertising methods. The company hosts a booth at the
annual Taste of Chicago festival. Menu items include barbecue rib sandwiches, barbecue “Boss”
pork sandwiches, and barbecue boneless rib sandwiches. Two restaurants bear the name
“Sweet Baby Ray’s”; one is located in Elk Grove Village, IL and Wood Dale IL, both which are
Chicagoland locations. (SBR online)

ONLINE
Additionally, Sweet Baby Ray’s has a virtual presence via cooking related websites and blogs.
Sweet Baby Ray’s has recently revamped their website. The website features a section where
consumers are able to submit pictures of how Sweet Baby Ray’s provides enjoyment to their
lifestyle, and a section where consumers can submit stories and ideas how Sweet Baby Ray’s
is a life enhancer.

BRAND IMAGE
The current brand image of Sweet Baby Ray’s is simplistic while providing a masculine feel.
Sweet Baby Ray’s uses the tagline of “The Sauce is the Boss” which unifies their campaign
while emphasizing the masculinity of the brand. They also state that the barbecue sauce is
“more than a sauce, it’s a life enhancer” (SBR online).

PRODUCT LIFE CYCLE

Sweet Baby Ray’s is recently in the growth stage of the product life cycle as they recently
revamped their website and are currently introducing more f lavors of their sauce. Their product
line is also expanding with the introduction of new marinades. The distribution of their product
is not at a national level as they are looking to expand their company. Sweet Baby Ray’s is
looking to increase sales to become one of the top three best selling barbecue sauces.
 SWOT analysis

strengths weaknesses
1. Considered as specialty brand 1. Mostly favored in the Midwest, not
2. Established slogan “The sauce is the nationwide
boss!” 2. Sales decrease in non-summer months
3. Leading barbecue sauce in the 3. Fairly new product category
Midwest. 4. Did not originate from the south or
4. New line extension east coast- where barbecue originated
(credibility)

opportunities threats
1. Variation of barbecue sauces
1. Co-branding opportunities nationwide (regional)
2. Incorporate brand into new recipes 2. Already established favorites in
3. Focus on uniqueness/blend of taste different regions
4. Consumer demand for robust flavors 3. Consumption of ethnic sauces/
cuisine on the rise

SITUATION ANALYSIS

9
 target audience:

The Party Pleasers

Women, 28-50-years-old
• Have children
• Family-oriented
• Working and non-working
• Enjoy spending time with family with picnics,
grilling, or games
• 42 million nationwide (US Census)

The baby boom is one reason for the large shape

of spending accounted for by the “Party Pleasers.”
Women 35-44 years old are approaching their peak
years in their professional lives and have increased
levels of disposable income. Households headed by
people aged 35 to 44 are larger than those headed
by any other age group, with an average of 3.2 people
per household. (SRDS 1065)

RATIONALE
We are targeting women 28-50 years old with children we chose this segment because one
average, women are the primary purchasers of groceries. Although the traditional roles of
females and males are changing, according to our research, only 36% of men are the primary
purchasers of groceries and only 25% of men buy groceries equally often with eachother in the
household. (Harmon and Hill 170)

INSIGHTS
Barbecue sauce is used in the grilling and preparation of meat products, both of which are
associated as a male activity. Women are overlooked as the main purchasers of groceries.
the Party Pleasers

Moms want to make their families happy and one way of fulfilling this is by serving them the
best products and products they prefer. Therefore, we have named the target, the Party Pleas-
ers. The label, Party Pleasers, derives from the mother’s desire to please her family with her
purchase decisions. It also refers to family parties and gatherings (common times where bar-
becue sauce is used) where the Party Pleasers still look to please their guests. Therefore, the
Party Pleasers play the roles of the decider and purchaser (See Appendix, Chart 2).

TARGET SELECTION ON A BRAND-SPECIFIC LEVEL

would like to build brand awareness and eventually create brand preference. We want to focus
on women who are loyal to the brand, but also target an audience that may be “switchable”
(Percy Elliot 65). Our target consists of females who are favorable to barbecue sauce but do not
have a particular favorite brand.

GEOGRAPHICS
Differences in regional barbecue sauce preferences and the reality of Sweet Baby Ray’s
as a dominant regional brand has lead the campaign to target the Party Pleasers residing
in the Midwest region, specifically the Designated Market Areas of: Chicago, Minneapo-
lis/St. Paul, Detroit, St. Louis, Milwaukee, Indianapolis. (See Appendix, Map 2)

Our strategy was created in regards to Sweet Baby Ray’s position in the
growth stage of the product life cycle and to maximize the effectiveness of
your budget by creating a highly defined target audience (Percy Elliot 289).
TARGET AUDIENCE

We selected to target the Party Pleasers found in the “brand loyals” and
“other brand switchers” usage categories. By inducing trial of our brand, we

11
A DAY IN THE LIFE: Becky
Becky wakes up at 6:30 and begins to get ready for her
day. At 7:00, she pops into her eight year-old son and ten
year-old daughter’s rooms and wakes them up for school.
As she finishes getting ready, she prepares her children’s
lunch boxes, and makes coffee all while watching WGN
Morning News. Her husband, John comes downstairs to
help feed Nick and Jamie and then drives them to school on
his way to work. Becky has about 20 minutes before she
has to leave for her job as a sixth grade teacher, during this
time she tidies up the kitchen and freshens up. Becky drives
her SUV to work while talking on the phone and listening
to the Lite 93.9 FM. She arrives at her school, begins her
day, and eats her lunch in the teachers lounge while f lip-
ping through the Chicago Tribune. At 5:00, Becky leaves
work and picks up her children from their after school co-
ed soccer team. When they arrive home at 5:30, the kids
begin watching television. Becky orders a pizza, checks
her personal email, pays her bills online and changes out of
her work attire. John picks up the pizza on his way home
from work, and the family sits down to eat dinner at 6:30.
She helps her kids with their homework and tidies up the
kitchen and living room. She watches “The View” that she
TiVo’d that morning. At 9:00, she helps the children get
ready for bed. At 10:00, she grades papers for an hour while
watching the evening news. At 11:00, she falls asleep while
reading the April issue of Family Circle.
IMC Strategy

Our overall campaign for Sweet Baby Ray’s Barbecue Sauce is to create a motivation, satisfy
an existing motivation and accelerate category need. We want to create brand awareness within
our target audience which is women aged 28-50, Party Pleasers in the Midwest. The main cities
in the Midwest that we will target are Chicago, Detroit, Minneapolis/St. Paul, St. Louis, India-
napolis, and Milwaukee.

Our campaign will begin on May 15, 2007 and conclude May 15, 2008. Our first goal is to create
brand awareness within 30% of our target audience by May 2008. Our second goal is to have
15% of those exposed to the campaign try our product within the second month of our cam-
paign. We then want to have 20% of those exposed to the campaign try our product within a
time frame of five months. We want to have 18% brand loyalty by May 15, 2008.

Our main target months of advertising will be May through September. In the month of May,
we will generate product awareness through sponsorship within television programs, magazine
print ads, and online advertising. In June, we will generate trial by using promotional tactics such
as sampling, coupons, and rebates. From July until Labor Day, we will increase sales and main-
tain usage of the product by sponsoring events, traditional forms of advertising, and promotions.
From Labor Day until April, we will also continue traditional forms of advertising, such as televi-
sion particularly programs on the Food Network, print ads, magazines, and radio ads.

To unify our campaign, we will be using the idea of Sweet Baby Ray’s as the “fifth
member of the family.” Sweet Baby Ray’s is the missing link in the family that can
provide a sense of unity. Sweet Baby Ray’s provides that extra zest in one’s life and
is no longer a condiment; it’s a necessity.

Our consumers are busy, goal-oriented women, aged 28-50, with dinner
time being an important part of their day. The idea of Sweet Baby
Ray’s as the “fifth member of the family” will be appealing to our
IMC STRATEGY

consumers

13
 objectives

media strategy
REACH & FREQUENCY OBJECTIVE
We recommend that we have a reach of 70% of our target audience, with a frequency of four in
each four-week period unit throughout the fiscal year.

RATIONALE
An aggressive, well-planned strategy will reach 70% of this target audience. By using many
executions in many media, Sweet Baby Ray’s will be positioned to achieve the target audience
effectively by maintaining a top-of-mind relationship with the target audience. Due to the con-
tained and well-defined geographic target, which is strictly the Midwest, this number of impres-
sions is feasible. Our aggressive media plan is contained to a defined geographical region in
highly focused executions, and thus, will reach our target audience four times.

SCHEDULING & TIMING

Our campaign will begin May 15, 2007 and conclude May 15, 2008. During this time, we will
take advantage of the seasonal nature and inherent timing of product use. Barbecue sauce use
has traditionally taken place in the warm, summer months when weather is favorable and con-
ducive to outside activities and food preparation. Therefore, we will employ a pulsing campaign
with heightened level of media in the summer, barbecue season months, which are May 15th
through September 5th. Outside of this time, we will employ a continuous media strategy that
is a sustained and equitable level throughout each month.

However, it is important to point out that some of our tactics and medium selection will be
more or less than others, in terms of cost. Generally speaking, all of our marketing, advertising,
and media mix elements will be emphasized and heightened around the same time. The f low
chart shows the variation in cost per element, however, the weight and prominence of our body
of elements shows a bursts campaign from May to September, and a leveling off or continuous
campaign from October through April. (See Appendix, Chart 3)
vehicle strategy
TELEVISION
Television vehicles will be most effective in reaching the target audience and provide an appro-
priate fit for the target’s lifestyle. Therefore, we have allocated 50% of the integrated marketing
campaign’s budget to the television medium and will divide the spending within it equally be-
tween cable and network television. Television is “accessible to everyone, most cost efficient to
reach a large audience, high frequency in specific audiences” and the “combination of sight and
sound allows for more complex messages to be delivered and remembered” (Media Handout).

Television will be one of our largest spend, as our top market priorities are Chicago, Detroit,
Minneapolis/St. Paul, St. Louis, Indianapolis, and Milwaukee, which are the 3rd, 10th, 13th,
22nd, 25th, and 33rd largest designated market areas in the country respectively (Miller, Walker,
Fleming 122-3). These six media markets cover nearly the entire Midwest region of our country.
Due to our origins as a Chicago brand and with most distribution channels concentrated in the
Midwest, we feel we can be most effective in achieving our goals by using television as a major
spend of our campaign.

CABLE

The first cable television execution will be an ad on

the Food Network and The Rachael Ray Show. The
Food Network’s viewer profile consists of 64.7%
females and 61.4% of their viewers are ages 18-49
(MMGM 54). We feel our target audience is viewers
MEDIA STRATEGY

of the Rachel Ray Show and loyal Food Network

viewers. As a condiment company, Sweet Baby
Ray’s is positioned to reach the target audience while
their mindshare is dedicated towards a condiment’s
functionality: food.

15
 Our second cable television execution will be on HGTV and
their extremely popular House Hunters show. HGTV viewers
are 65.9% women and 58.2% women ages 18 to 49, which
effectively covers our target audience (MMGM 54). A media buy
on HGTV and House Hunters will maximize Sweet Baby Ray’s
ability to reach the working mother who watches this show for
entertainment, but also to brainstorm kitchen remodeling ideas
which matches up with our product.

Our third cable television execution will be Bravo and their Top
Chef programming. Bravo viewers are 49.8% female and women
ages 18 to 49 comprise 58.2% of Bravo viewers (MMGM 53).
This programming is highly targeted and our advertising will
reach our core consumers and target audience.

NETWORK
Our first network television execution will be an ad on the Midwestern
network WGN’s morning news program. According to our “Day in the Life”
of our target Becky, she is an avid news viewer who needs short, concise
information to fit her schedule. WGN has a stronghold on the Midwestern
market and is “Chicago’s Very Own News Channel.” Furthermore, this is
where our target starts her day, and this media placement will be extremely
valuable on days our target grocery shops for her household.

Our second network television execution will be an ad on ABC’s Grey’s

Anatomy. A weekly medical drama in its second season, Grey’s is a hit
among all consumers, but especially women. The show, most recently on
March 30, 2007, received a rating of 6.5/10, which was the second highest
rated show out on its air day of Thursday (Nielsen Media).
NON-TRADITIONAL
We feel non-traditional advertising and marketing strategy is effective because it reaches a por-
tion of our target audience that may be unattainable through traditional means. Therefore, it
provides opportunities to reach niche segments of our target. Thus, we have decided to devote
10% of our campaign’s budget to non-traditional means.

Our first non-traditional tactic is going to be cinema advertising and will use our existing ad-
vertisements to be repurposed for movie theaters throughout the Midwest. We will repurpose
print and television advertisements for pre-movie screen advertising. In addition, we will also
grant pouring rights to all movie theaters so that existing theater food can use our condiments.
Statistics show that in 2000, the cinema/theater industry was at an all-time high of $7.5 billion
and the highest screens available to consumers was an all-time high of 39,000 in 2000 (Miller
et al 218).

Our second and final non-traditional tactic will be a product placement and innovative sponsor-
ship initiative with the Food Network. Network personalities and chefs Rachel Ray and Emeril
Lagasse will implement Sweet Baby Ray’s into their very own shows using the condiment to
create unique, one-of-a-kind recipes only attainable using Sweet Baby Ray’s. Each audience
member will receive a supply of each Sweet Baby Ray f lavor, and our packaging will be promi-
nently displayed throughout the programming. In addition, each chef’s signature Sweet Baby
Ray’s recipe will become a feature dish at our Sweet Baby Ray’s Barbecue Restaurant locations.
We feel this is a perfect fit for our brand and the Food Network.

PRINT
Print is a valuable medium because print outlets have a “long life span,” “pass-along
readership,” and “long lasting image” (Media Handout). Print provides cost-ef-
fective strategy for Sweet Baby Ray’s, which will provide effective communications
for a longer period of time. We have decided to allocate 20% of our budget to print,
both editorial and magazine versions.

MAGAZINE
We have chosen the magazine medium because readers in the United
TELEVISION/PRINT

States have a median age of 43.5, which is near the median age of our
target audience (MMGM 150). Also, 53.7% of magazine readers in this
country are members of a household containing three or more people,
which is also appropriate and central to our target, a working mother
who has multiple children and a husband to look after (MMGM 149). In
addition, magazines have high-involvement and readers have a height-
ened level of motivation and ability to view advertising messages.
17
BETTER HOMES AND GARDEN FAMILY CIRCLE
Our first magazine execution is an Our second magazine execution
ad placed in Better Homes and is an ad placed in Family Circle.
Gardens. This publication boasts a This magazine has a circulation of
circulation of 4, 212, 200 women 3,485, 900 women and is focused
and a theme and focus that is on the home and family, which is
aligned with our target’s interests also fitting of our target (MMGM
and lifestyle (MMGM 171). 172).

Good Housekeeping
Our third and final magazine It is important to also point out that these
execution is an ad placed in Good
Housekeeping. This publication three magazines represent the top three
has a circulation of 3,180,900 most read magazines by women in general
women and again, has material in the United States (MMGM 171-2).
that relates to the lifestyle and
profile of our target (MMGM 172).

ONLINE/NEW MEDIA
A missing element of our campaign strategy and media mix is the newspaper medium. We feel
web-based content and new media is more valuable, targeted, and strategic. The internet and
online media “will become a significant advertising medium and will also be a major advertiser
as well as a major source of information” (Miller et al. 12).

Our first online/new media execution will be prominently displayed on each ABC Television
affiliate’s website in our top six Midwestern markets, which include Chicago, Detroit,
Minneapolis/St. Paul, St. Louis, Indianapolis, and Milwaukee, which are the 3rd, 10th,
13th, 22nd, 25th, and 33rd largest designated market areas in the country respectively
(Miller, Walker, Fleming 122-3). The banner ads will be located within the Food and
Dining sections of the websites. We will also place banner ads on top female-oriented
websites, which will include:

websites
We will also place banner ads on the Food Network’s
• www.wham.com- (a work at home
website, found at www.thefoodnetwork.com and the
mother’s website)
• www.oxygen.com websites of food festivals and charities that we are
• www.msn.com participating in.
• www.aol.com
promotions
GOALS
The goal in using promotions is to remain relevant to consumers and through this, inf luence
purchase decisions in the retail setting. Promotions will “affect consumer buying strategy for
the brand” and help reinforce brand identity among 30% of the target within the first year of the
campaign (Percy Elliot 279). Another goal is to increase traffic to the website by 15%.

TACTICS
FOURTH OF JULY CONTEST: June 20 - July 3
To enter, consumers send in a proof-of-purchase sticker found on the bottle of Sweet Baby
Ray’s. Three winners will be chosen to win a Disney Cruise family vacation package.

RECIPE CONTEST: then follow these simple rules:

August 1 - September 20 1. Purchase Sweet Baby Ray’s at

your local grocery store.
This contest urges consumers to
2. Create a tasteful but original dish that
submit their wackiest, most original uses Sweet Baby Ray’s in the recipe.

3. Enter your recipe onto our website,

recipes for dishes that include Sweet www.sweetbabyrays.c om.

Baby Ray’s to the website. Finalists 4. If your recipe makes the cut, you will have
the chance to impress our judges at the
will be chosen from all entries and championship for Sweet Baby Ray’s bake- off
in the Midwest City of Chicago.

invited to a championship bake-off in 5. The winner will earn the title of the
“sauce boss” on our website and will receive
Chicago. One winner will be chosen a year supply of sweet baby ray’s!

to be featured on the website. make sweet baby ray’s

one of your own!
(See Appendix for a larger version)

RETAIL - TRADE POINT-OF-PURCHASE: May 15th, 2007 - May 15, 2008

This initiative will employ a point-of-purchase program with Mid-
west regional retail partners, which will include Albertson’s, Marsh,
Schnuck’s, Meijer, Wal-Mart, and Dominick’s. These in-store point-of-
purchase displays will be present in condiment aisles throughout these
retail locations. We have chosen SmartSource’s Showcase product,
PROMOTIONS

which is a nationally used point-of-purchase display that reaches “161

million adults per 4-week cycle” nationally (MMGM 97).

19
 public relations

GOALS
The first goal is to create a media buzz and receive $10,000 worth of free press from the cam-
paign. The second goal is to reinforce the Sweet Baby Ray’s brand image as family-oriented and
community-based.

TACTICS
SWEET BABY RAY’S NIGHT: September
Sweet Baby Ray’s will sponsor a dinner at 500 soup kitchens around the country, however, with
a specific focus in the Midwest. Of the 500, a majority of 300 will be sponsored within the Mid-
western cities of Chicago, Detroit, Minneapolis/St. Paul, St. Louis, Indianapolis, and Milwaukee.
The meal will be barbecue-themed, and include entrees that feature the sauce. This event will
create buzz with national media outlets, resulting in free press.

FREE SAMPLES: Spring / Summer

Sweet Baby Ray’s will enter into a partnership with the Susan G. Komen Breast Cancer Foun-
dation, who host hundreds of 5k walk and run events throughout the year, throughout the
nation. Sweet Baby Ray’s will have various food stations and hospitality tents throughout the
event’s grounds and will donate 50% of sales to the foundation. We felt this was a perfect fit for
our target, as they, along with their mothers and girlfriends are and will be directly impacted by
breast cancer, for obvious reasons.

FOURTH OF JULY PARADE FLOAT: July

A Sweet Baby Ray’s parade f loat will participate in city-wide and small-town Fourth of July
parade festivities. During the parade, a street team will walk with the f loat passing out coupons
to parade onlookers.
 direct marketing
GOALS
Induce trial through an interactive, one-one-one experience with Sweet Baby Ray’s in 30% of
the target market in the first quarter of the campaign. We have chosen direct marketing be-
cause it is “immediate” and “tightly targeted,” which will increase positive brand awareness,
growth in consumer base, and repeat purchase rates by 15% (Percy Elliott 290).

TACTICS
DIRECT MAIL PIECE: March 1st, June 1st, September 1st, December 1st
coupon Direct mail pieces offering a coupon for SBR as
well as a recipe will be sent out to a nation-
wide mailing list. The mailing list will be ob-
tained by purchasing a list from Coleman and
Weber Grills of consumers who bought grills
in the last year. This way, we are able to tar-
get consumers with a history of grilling and
are most likely to be interested in Sweet Baby
EXPIRES AUGUST 30th, 2008 Ray’s.

FREE SAMPLES: April - August

Free samples will be included in the wrap bag of Sunday’s edition newspapers and
grocery store chains. We have identified exclusively major Midwestern newspapers
to be partners in this initiative, which include the St. Louis Post-Dispatch, India-
napolis Star, Chicago Tribune, Chicago Sun-Times, and Detroit Free PR/DIRECT MARKETING
Press. In stores Albertson’s, Marsh, Schnuck’s, Meijer, Wal-Mart, and
Dominick’s, Sweet Baby Ray’s will be presented as a way of prepar-
ing chicken or ribs, and samples of the food items with sauce will be
provided.

21
Creative brief
1. the situation
Sweet Baby Ray’s began in 1985 in Chicago when Chef Larry perfected his family’s recipe for a
sweet and tangy barbecue sauce. He then titled the barbecue sauce after his brother’s nickname to
keep it within the family. He entered the barbecue sauce into the country’s largest rib cook-off. They
came in 2nd place at the contest so he began marketing his product to the Midwest. By 1994, Sweet
Baby Ray’s could be found throughout the Midwest. Today, Sweet Baby Ray’s has become one of
the fastest growing barbecue sauces in the Midwest. Sweet Baby Ray’s is looking to expand their
product to different regions in the United States.

2. who is our target?

Party Pleasers: women, aged 28-50, with young families, who do most of the food purchasing and
preparation for the household.

3. where are we now in the mind of the target?

Party Pleasers: women, aged 28-50, with young families, who do most of the food purchasing and
preparation for the household.

4. where is our competition in the mind of the target?

Other main competition is brands that dominate the condiment category such as K.C. Masterpiece, Heinz,
and Kraft. However, Sweet Baby Ray’s is a personalized product that is close to the consumer. The product
is a concentrated regional brand in the Midwest where it makes the consumer feels as if they are at home
when consuming Sweet Baby Ray’s Barbecue Sauce.

5. where would we like to be in the mind of the target?

We want to be the barbecue sauce that consumers choose first, a brand appreciated by Midwestern
women.

6. supporting evidence?
Sweet Baby Ray’s owns restaurants throughout the Midwest and offers a variety of f lavors that can
appeal to every family member’s taste bud.

7. what is the “big idea?”

The campaign revolves around the notion that Sweet Baby Ray’s Barbecue Sauce is seen as the “fifth
member of the family”. Sweet Baby Ray’s should be found at all family parties and special events. Sweet
Baby Ray’s promotes a sense of unity.

8. what is the tone of the campaign

Our campaign is the playful, fun, and relaxing while providing a sense of unity incorporating the
theme of family.
 Starting out as a family recipe, Sweet Baby Ray’s was first
introduced when it placed 2nd in the 1985 Mike Royko Rib-off.
Since then, Sweet Baby Ray’s has become the fastest growing
BBQ sauce in America and the #1 premium BBQ sauce.
With six mouthwatering flavors, there’s plenty to go around.
For recipes and more, please visit www.sweetbabyrays.com.

ONE OF YOUR OWN

 storyboard
SFX: (Chatter coming from Michelle and the kids with
doors opening and closing.)
Becky: John! Don’t forget the cooler and fishing poles.
John: Don’t worry honey I got it. Don’t forget to pack
extra sweatshirts and blankets for the kids.
SFX: (Radio playing in the background.
The family chatting excitedly.)
SFX: (Keys shuffling then door unlocking. Busy
foot steps. Sighs and smiles as they see the
bottle.)
Becky: Maggie and Alex grab your duffel bags
and get into the car.
Maggie and Alex: Okay mom!
Becky: John! Stop the car! Stop the car!
SFX: (the car quickly comes to a screeching halt).
John: Hold on kids! What is going on Michelle?
Becky: Awww, John, just look at our baby.
John: I know, how can we go anywhere without
our baby Ray?
SFX: (Maggie and Alex chatting in the car.)
Becky: John, you remembered everything, right? Did you
look at the list I made for you and check everything off?
John: Yes, honey of course what could we have possibly
forgotten it’s only a weekend away.
Michelle: Okay let’s hit the road!
Becky: John we forgot our baby Ray!
John: Oh, Michelle how could we forget? Let’s
go back!
Announcer: Make Sweet Baby Ray’s one of your
own by grabbing it at your local grocery store or
visit sweetbabyrays.com for more information.
evaluation plan
GOALS
In the evaluation stage, UpKetch measures the original campaign goals. The goal of the campaign is to create
brand awareness within 30% of the target audience by May 2008. The “Party Pleasers” are familiar with the
product category and therefore our goal is to increase brand awareness which will lead to trial thus inf luencing
brand attitude. Our second goal is to have 20% of those exposed to the campaign try our product within five
months of our campaign.

TACTICS
PRETESTING
Pre-testing forms of evaluation that we suggest will have focus on the measurement of attention and attitudes
towards our message. After presenting our creative executions in in-depth, one-on-one interviews with the
members of the target audience we will record all qualitative responses and ask direct quantifiable questions
about he advertisement brand, person and their relationship (Brand-Person Relationship: BPR)
(Cramphorn 2004). The goal of pre-testing our creative executions is to determine how well it works and how
it can be refined. Questions comparing the elements of our execution to executions for other products directed
towards our target will help us rate how well the ad draws attention and likeability. We will show the consumer
an execution and measure positive or negative responses to record top-of-mind reactions.

TRACKING/POSTTESTING
Once our campaign begins, we will measure brand awareness by evaluating media placements
and consumer reaction. We will use methods of posttesting that will provide up-to-date
information about the brand’s status through out the campaign and how the communication
of our message has changed opinions. We suggest forming 3 consumer panels with twenty
participants each, representative of the “Party Pleasers” and conduct highly qualitative one-
on-one interviews. This panel will participate in dive phases. The fist phase will take place
tow weeks before the launch date, May 15, 2007. The second phase will occur in June, the
third in September, the fourth in December and the fifth in the last week of
the campaign. These interviews will measure top-of-mind awareness, brand
attitude and perception.

Here is a list of sample SWEET BABY RAY’S

EVALUATION PLAN

questions for the consumer
panel and surveys:
• Have you heard of Sweet Baby Ray’s before?
• Have you purchased Sweet Baby Ray’s within
the past month?
• Have you thought about purchasing Sweet
Baby Ray’s for your next family cook-out/party?
• How likely are to purchase this product?

27
 Our promotion goal of reinforcing brand identity among 30% of the
target by October, will be measured by surveying target consumers
regarding changes in brand awareness. Also, we wanted to increase traffic to the
website by 15% and will measure this by tracking hits on our website.

Our public relations goal was to create a media buzz and receive $10,000 worth of free press
from the campaign and to also reinforce the SBR brand image as family-oriented and community-
based. A tactic to measure this is to go into communities and ask participants about changes in
brand attitude, and general brand awareness.

Our direct marketing goals was to induce trial through an interactive, one-one-one experience
with Sweet Baby Ray’s in 30% of the target market in first quarter of the campaign. This will
be measured by coupon redemption.

The chart below demonstrates our plans of measurement of the promotions, public relations,
trade promotions, and direct marketing executions.

TACTICS EVALUATION

sweet baby ray’s night Measure free press from September to August.

FOURTH OF JULy Measure total number of submitted proof-of-purchase stickers

disney cruise contest submitted by July 3rd.

SWEET BABY RAY’S FOOD TENT Measure number of impressions at each event.

RECIPE CONTEST Measure number of recipes submitted by September 20th.

Fourth of july parade float Measure free press and coupon redemption from this specific event

Direct mail piece Measure coupon redemption after each mailing.

Measure changes in sales during April through August. Measure

free sampleS
number of samples distributed as number of impressions.

point-of-purchase displays Measure sales changes in participating stores.

Tracking the success of our campaign overtime will allow us the opportunity to adjust our
tactics depending on consumer reaction. It will also allow us to modify the allocation of our
budget if it is measured that one tactic is responded to more positively, or heavily than others. Our
evaluation plan is specifically catered to the outcome of the advertisements, and the responses
to our refined tactics which will in turn, measure the effectiveness of the campaign.

Choose Upketch.

Values and sincerity have always played major roles in the

Sweet Baby Ray’s company, and we feel this campaign
greatly reinforces those ideals.

Now, Sweet Baby Ray’s is seen as a seasonal men’s brand.

Through this campaign, it will soon become appealing to
women, viewed as part of the family, and will create usage
year-round.

Our campaign will meet and exceed your goals for

increasing brand awareness and consumption, through
expanding the consumer base and usage patterns.

Branching off your original campaign, we can position

Sweet Baby Ray’s as the member of the American family.

MAke upketch one of your own.

EVALUATION PLAN

29
appendix
chart one: preferences
Kansas City Thick, red, brown, tomato, molasses

North Carolina Liquidy vinegar, pepper flakes

SOUTH CAROLINA Mustard, vinegar, black pepper, light or thick tomato

Traditionally mustard and vinegar based and seasoned

ALABAMA with roasted or smoked chile peppers

Ketchup based flavor with garlic, onion,

GEORGIA black pepper, brown sugar, and bourbon

Thin vinegar, tomato based, pepper,

arkansas slightly sweetened by molasses

TEXAS Tomato based with hot chiles, less sweet

St.Louis Tomato based, thinned with vinegar, sweet and spicy

wisconsin Smoky taste, spicy, and not sweet

chicago Smoky with a mildly sweet flavor

chart two: decision making process

target audience
ROLE IN DECISION
CONSUMER PROVIDER

INITIATOR self, family trial at grocery store

INFLUENCER self, family, friends
DECIDER self, spouse
PURCHASER self grocery store, online

self, family home, family, parties,

USER outdoor barbecues
chart three: media schedule

APPENDIX

31
 list one: distributors
• Cub Foods • All Star Foods • Buehlers

IOWA
• Dahl’s

ohio
michigan
• Ashcraft’s • Big Bear
• Eagle • Bob’s of Canton/ • Cardinal
• Econo Foods Westland • Chiefs
• Family Foods • Carter’s • Kroger
• Food Pride • Danny’s • Payless
• Hy Vee • D&W • Rich Foods
• Lauren Foods • Felpausch • Riebecks
• Menards • Family Fare
• Cub Foods • Randalls • Farmer Jack
illinois

• Berkots • Sun Mart • Great Day

• Butera • TPC Cash & Carry • Glenn’s • A&P Foodmart
• Del Ray Farms •Walmart

new england
• Hardings • Bozzuto’s
• Dominick’s • Kroger • C&S Pathmark
Finer Foods • Menards • Demoulas
• Eagle Food Centers • Meijer • Ferrera
• Copps
• Edmar • Marsh • Giant
wisconsin

• Cub Foods
• Fairplay • Plumb’s • Golub
• County Markets
• Franks • Polly’s • Hannaford
• Festival
• Friendly • Prevo’s • Kmart
• Foodmart
• Hilander’s • Mars
• IGA
• Jewel • Price Chopper
• Jamboree
• Joe B. Foods • Byerly’s • Roche Bros
• Jubilee
• Lagens • County Markets minnesota • Safeway
• Kohls
• Logli • Cub Foods • Shaw’s
• Mega-Mart
• Menards • Festival • Shop ‘N Save
• Menards
• Sam’s Club • Lund’s • Star
• Pic N Save
• Sentry Foods • Menards • Stop & Shop
• Piggly Wiggly
• Sterks • Rainbow • Trucchi’s
• Quillins
• Sullivans • Super Valu • Victory Markets
• Rainbow
• Sunset Market • Walmart
• Roundy’s
• Treasure Island Supercenters
• Sentry
• Ultra Foods
• Super Saver • Kroger
• Walmart
• Triggs
indiana

Supercenter • Marsh
• Walmart Supermarkets
• Walts • Albertson’s
Supercenter • Martin’s
• Wheaton
ARIZONA

• Abco
• Woodman’s Supermarkets
Meat Company • Basha’s
• Wiseway • Menards
• Fred Meyer
• Wilco • Scott’s Food
• Dierbergs Markets • Fry
Stores
• IGA
missouri

• Schnucks • Sterks
Markets • Safeway
• Strack & Van Til
• Shop N Save • Smith’s
• Town & Country
• Walmart • Smitty’s
• Walmart
Supercenter Supercenters
• Wiseway
• Albertson’s • Albertson’s • Food Lion • Albertson’s

FLORIDA/GEORGIA
SOUTHERN CALIFORNIA

BALTIMORE/WASHINGTON D.C.
NORTHERN CALIFORNIA
• Bel Air • Food 4 Less • Giant Foods •A&P
• Centro Mart • Ralphs • Mars • Publix
• Food Maxx • Vons • Rich Foods • U-Save
• Food 4 Less • Safeway • Winn Dixie
• Foodland
• Liberty Market
• Lucky
• Lunardi’s
• IGA
• Nickles/Payless
• Nob Hill
• Raleys
• Richland • Bi Lo

tennessee
• Smart Foods • Food Lion
• Save Mart • Albertsons • Red Foods
NEX MEXICO

• Super Maxx • Smith’s (also • Walmart

in El Paso, TX)
• Bi Lo

CAROLINA’S
• Food Lion
• Albertsons • Harris Teeter
COLORADO

• Cub Foods • Ingles

• City Markets • Mid Mountion
• King Soopers • Food City
• Winn Dixie

KENTUCKY
• Walmart
• Acme
PENNSYLVANIA

• Giant Eagle
• Heinen’s
•A&P
• Phar Mor
NEW YORK

• Albertson’s • C & S Pathmark

• Richfield
• Edwards
oregon

• Whites • Richfood
Country Meats • Foodtown
• Weis
• Grand Union
• Hannaford
Brothers
• Key Foods
• King Kullen
• Farm Fresh • Kmart
VIRGINIA

• Albertson’s • Ukrops • Krasdale

• Rich Foods
washington

• Brown & Cole • Price Choppers

• Haggins • Walmart • Stop & Shop
• Red Apple • Wakefern
• Safeway
APPENDIX

• Walmart
• Thriftway •White Rose

33
 map 1: SBR locations

map 2: midwest target regions

f lyer for recipe contest

then follow these simple rules:

1. Purchase Sweet Baby Ray’s at

your local grocery store.

2. Create a tasteful but original dish that

uses Sweet Baby Ray’s in the recipe.

3. Enter your recipe onto our website,

www.sweetbabyrays.c om.

4. If your recipe makes the cut, you will have

the chance to impress our judges at the
championship for Sweet Baby Ray’s bake- off
in the Midwest City of Chicago.

5. The winner will earn the title of the

“sauce boss” on our website and will receive
a year supply of sweet baby ray’s!

make sweet baby ray’s

one of your own!
APPENDIX

35
 press releases

for immediate release

SWEET BABY RAY’S TO HOST DINNER AT MIDWEST SOUP KITCHENS
September 1, 2007 CHICAGO, IL – In a philanthropic effort to help aid impoverished communi-
ties, Sweet Baby Ray’s plans to sponsor dinner at 50 soup kitchens around the Midwest. The
meal will contain a barbeque theme, and include entrees that feature the sauce.
Erika Kennedy, Marketing Director of Sweet Baby Ray’s, expressed her interest in help-
ing the city’s less fortunate. “Helping the less privileged of the community has always been
central to the values of Sweet Baby Ray’s,” explained Kennedy.
Shelters that will host the Sweet Baby Ray’s Night include:
Chicago: Association House of Chicago, Chicago-Anti-Hunger Federation,
Lakeview Pantry, Second Harvest, and Wings Program, Inc.
Madison: Second Harvest Foodbank and he Wisconsin Food Shed
St. Louis: St. Louis Area Foodbank
Minneapolis: Loaves and Fishes Too, and Catholic Charities
Additionally, the sponsored Night will be staffed by corporate employees and their fami-
lies, allowing a higher level of involvement from all levels of the company.
Starting out as a family recipe, Sweet Baby Ray’s was first introduced when it placed
2nd in the 1985 Mike Royko Rib-off. Since then, Sweet Baby Ray’s has become the fastest
growing BBQ sauce in America and the #1 premium BBQ sauce in grocery.
With six mouthwatering favors, there’s plenty to go around. For more information, please contact
Clara Kim, Public Relations Manager at ckim@sweetbabyrays.com or 312-555-5555.

for immediate release

SWEET BABY RAY’S ANNOUNCES RECIPE CONTEST

August 1, 2007 CHICAGO, IL – Sweet Baby Ray’s announced Thursday the First Annual SBR
Recipe Contest, awarding contestants based on the wackiest and most original recipes that
include the barbecue sauce. Finalists will be chosen from all entries and invited to a champion-
ship bake-off in Chicago on September 20 in Grant Park.
To enter, simply visit www.sweetbabyrays.com and look for the recipe contest section.
Starting out as a family recipe, Sweet Baby Ray’s was first introduced when it placed
2nd in the 1985 Mike Royko Rib-off. Since then, Sweet Baby Ray’s has become the fastest
growing BBQ sauce in America and the #1 premium BBQ sauce in grocery.
With six mouthwatering f lavors, there’s plenty to go around. For more information, please con-
tact Clara Kim, Public Relations Manager at ckim@sweetbabyrays.com or 312-555-5555.
 works cited
2007 MediaWeek Marketer’s Guide To Media: Media Trends, Rates, Demographics. New York: Nielsen
Business Media, 2007.
“Barbecue Sauce.” Wikipedia Online. <www.wikipedia.org/barbecue_sauce>.
“Category Analysis: Condiments.” The Gourmet Retailer. 2005. The Gourmet Retailer Online. 13 Feb. 2007
<www.gourmetretailer.com/gourmetretailer/reports_analysis/feature/display.jsp?vnu_content_i
d=1000827762>.
Coffey, Time, Siegel, David, and Greg Livingston. Marketing to the New Super Consumer Mom & Kid. Ithaca:
Paramount Market, 2006.
Crocker, Walt. “Different Regional Styles of Barbeque Sauce Coverage in the Midwest:
In St. Louis the Sauce is the Boss.” Associated Content 28 June 2006 <www.associatedcontent.com>.
“Deliciously Simple. Everyday.” Kraft Foods. 2006. Kraft Foods, Inc. 13 Feb. 2007
<http://kraftfoods.com/kf>.
Early, Erin, Holcomb Rodney B., Willoughby, Chuck, Brooks, Jim, and Corey Stone. A Market Evaluation of
Barbeque Sauces. Oklahoma State University. Food and Agricultural Products Research and
Technology Center, 2005.
“Great Taste Starts Here.” KC Masterpiece. 2006. The HV Food Products Company. 13 Feb. 2007
<http://kcmasterpiece.com>.
Harmon, Susan and Hill, Jeanne C. Gender and Coupon Use. Journal of Product & Brand Management . 2003:
Santa Barbra. 12 166-179
Heinz. 26 Apr. 2007. Heinz Company. 13 Feb. 2007 <http://heinz.com/>.
Miller, Richard K., Walker, Terri C., and Ciji A. Fleming. The 2002 Entertainment, Cultural and Leisure
Market Research Handbook (Fourth Edition). Norcross, GA: Richard K. Miller & Associates, 2002.
Percy, Larry and Richard Elliott. Strategic Advertising Management. New York: Oxford University Press, 2005.
“Sauces and Condiments.” Hoover’s Online. 2007. Hoover’s North America. 13 Feb. 2007
<http://premium.hoovers.com/subscribe/ind/factsheet.xhtml?HICID=1370>.
Simmons Market Research Book -- 1994. Soup, Meat, Fish, Poultry, Condiments, Dressings &
Sauces. Vol. P-18.
SRDS: The Lifestyle Market Analyst. 2005: SRDS Media Solutions, USA.
Sweet Baby Ray’s Gourmet Sauces. 2007. 13 Feb. 2007 <http://www.sweetbabyrays.com/>.
“Sweet Baby Ray’s Barbeque Sauce.” Minimus Biz Online. 2007. Minimus Biz. 13 Feb. 2007
WORKS CITED

<www.minimus.biz/detail.aspx?ID=344>.
“Welcome to Pepperfest.” McIlhenney’s Tabasco. 2007. McIlhenny Company. 13 Feb. 2007
<http://tabasco.com/main.cfm>.
Wellner, Alison S. Americans At Play: Demographics of Outdoor Recreation & Travel.
1997: New Strategist Publications, USA.
37