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Dickey’s
Barbecue Gets Back to Roots with First Multimedia Brand Campaign
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Nation’s Largest
Barbecue Brand Invites Guests to Speak the Language of Barbecue
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Dallas,
TX – July 2014 / Newsmaker Alert / Dickey’s
Barbecue Restaurants, Inc., the nation’s largest barbecue chain, launched
its first multimedia brand advertising campaign with the new company tagline,
“We Speak Barbecue.” The new
campaign effectively uses both music and visuals to leverage the craftsmanship
and heritage associated with the brand.
“I’m
so proud of our new campaign and believe we’ve created a message that really
differentiates who we are as a brand,” said Christie Finley, chief brand
officer for Dickey’s Barbecue Restaurants, Inc. “In today’s fast-paced
environment, I believe our guests are going to connect with our back to
basics approach that shows our commitment to quality and recipes that have
been handed down for generations.”
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The
launch of the “We Speak Barbecue” campaign marks the most significant repositioning
effort in the company’s 73-year history. Created by Dickey’s in-house marketing
team, the creative platform debuts the new tagline “We Speak Barbecue”
and includes multiple 30-second national television spots, radio advertisements
and a digital campaign aimed at showing consumers how the brand starts
the slow smoking process long before guests arrive. The integrated advertising
campaign will emphasize the company’s commitment to providing authentic
slow smoked barbecue that is made with passion and dedication to the barbecue
craft.
The
television spot features a reverse deconstruction technique and also a
signature new song, “Take Me Back,” written specifically for the campaign
by singer songwriter, Eddie Berman. Additional commercials feature Roland
Dickey, Sr., Chairman of Dickey’s Barbecue Restaurants, Inc.
In
conjunction with the new campaign, Dickey’s is launching a social media
contest that asks guests “What is barbecue to you?” Guests are asked to
upload a photo or video on the national Facebook,
Twitter or Instagram page using the hashtag #WeSpeakBarbecue.
The best photo will win free barbecue for an entire year.
For
Dickey’s Barbecue franchise opportunities call 866-340-6188 or visit www.dickeysfranchising.com.
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About
Dickey’s Barbecue Restaurants
Dickey’s
Barbecue was founded by Travis Dickey
with the goal of authentic slow smoked barbecue. More than 73 years later,
the Dallas-based family-run barbecue franchise still offers a quality selection
of signature meats, home style sides, tangy barbecue sauce and free kids
meals every Sunday. All meats are slow smoked onsite in each restaurant.
The fast-casual family-friendly concept has expanded to over 400 locations
in 40 states and holds the title of the world’s largest barbecue franchise.
This year Technomic named Dickey’s “Fastest-growing restaurant chain in
the country” and they were also named “Best
Franchise Deal” by QSR Magazine. For more information, visit
Dickey’s
or for barbecue franchise
opportunities call 866-340-6188.
Media
Contact:
Jami
Zimmerman
972-248-9899
Dickey’s
Barbecue Restaurants |
