Sweet Baby Rays

Sweet Baby Rays - The Summer of Sauce

Sweet Baby Rays

Sweet Baby Rays - The Summer of Sauce


CLIENT: Sweet Baby Ray’s
AGENCY: GYK Antler // Boston


The Case

As America’s #1 best-selling barbecue sauce, Sweet Baby Ray’s got its start when two brothers entered their family’s recipe into the country’s largest rib cook-off, beating nearly 700 other contenders. Three decades later, the sauce continues to dominate. Fans regularly grill and go digital with pictures, recipes, and reviews. Wanting to showcase customer passion for the brand, Sweet Baby Ray’s turned to TwineSocial.

The Approach

Sweet Baby Ray’s actively seeks feedback from tens of thousands of social media followers. But the company needed a way to incorporate the community’s real life examples of BBQ bliss alongside regular website content.

For a company built on originality, it didn’t take long to determine Twine’s API would be the best tool for the job. By giving designers advanced control over the presentation of social content, Twine’s API enables Sweet Baby Ray’s to highlight featured posts on the home page. In addition, a full social hub on the community page allows visitors to peruse contributions from other Sweet Baby Ray’s aficionados and even upload their own content to the hub directly from the website.

The Outcome

The result is an ideal blend of business and organic content. By shining the spotlight on social media, Sweet Baby Ray’s allows customers to reinforce the authenticity of the brand.

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