A Great Brand Story

KC Masterpiece, the go-to sauce for barbecue lovers, had drifted – going from leader to follower with no ownable difference. LeeReedy/Xylem Digital was tasked with crafting a true brand story to help KCM recapture its authenticity, swagger and masculinity. We developed positioning platforms, tested them through preliminary advertising with consumers, and selected a winner. The new positioning is currently being rolled out on packaging with a larger campaign to follow.