The Sauce is the Boss

Lighting a fire on social

The Pivot Point: This “made in the basement” product wanted to move from a regionally focused Chicago-area brand to national boss status.

GYK Antler crafted and implemented a multi-channel approach that would balance the evolving needs of the consumer with industry trends moving online, while remaining true to Sweet Baby Ray’s 30-year-old legacy. After locking in their branding and launching a new website, we fed loyal fans with an engaging, always-on social strategy, complete with creative seasonal campaigns to better establish the brand and inspire fans to use the sauce in new ways. Over the past decade, we’ve helped them secure their current title as the #1 selling BBQ sauce in the country, proving that “The Sauce is the Boss.”

Branding • Content • Data & Analytics • Digital Marketing • Social Media • Video • Website


Sweet Baby Ray’s experienced a 6x increase in sales, and is now the #1 BBQ sauce in America. We also grew their social media following from the ground up to over 800k, proving BBQ lovers online and off are jumping on the gravy…err…BBQ train.