Sticky Fingers
For the Love of Barbecue
Category: Convert + Optimize, Influence Behavior
Year: 2026
We cut
through a
commoditized
category not with more
noise,
but with a
reminder of why people
love barbecue in the
first place.
We cut through
a commoditized category
not with more noise,
but with a reminder of
why people love
barbecue in the first place.
We cut through a commoditized category
not with more noise,
but with a reminder of
why people love barbecue in the first place.
The barbecue sauce shelf competes almost entirely on grill mastery and pit master performance.
Sticky Fingers needed to launch into peak grilling season with new packaging and positioning without adding to the current category narrative . Instead, the brand set out to own the more honest reason people love barbecue: crave-able flavor and shared community moments around the table.
We started with a packaging redesign to win the shelf and its early success led Sticky Fingers to tap Crispin for a broader partnership. From there we built a flexible creative platform and integrated strategy spanning influencer partnerships to build community credibility, targeted media via Walmart Connect, and a ground-up organic social channel rollout. It put every capability we have to the test.
