The Salt Lick
“You Can Smell Our Pits From Miles Away.”
This re-brand was all about the brand finally discovering itself.
To get the premium price at retail for the BBQ sauce, The Salt Lick needed to feel as good as it is. A family legacy, a regional darling, a crowded market, and an irreplaceable experience had to resonate at every touch point. Plus, I made a Y’all Log for homesick Texans who couldn’t make it back to Texas for the holidays.
I Like Pig Butts And I Cannot Lie
From the shelf to the road to the pit to social media, my sauce-laden fingers are all over it.
What I loved most about this job was seeing the connection between the Roberts Family and the brand. I don’t have the pleasure of having a family connection with my livelihood, so to see the care and love they pour into the restaurant and everything surrounding it was a real delight. Plus, when you get to watch social media guru Chad Beck at work, it makes everything better.