Rufus Teague may be a smaller barbecue sauce brand, but it’s a standout when it comes to flavor. From chicken to ribs to fish (and even on a spoon, we won’t judge), the Kansas City-style barbecue sauce goes well on everything -- but it was a well-kept secret. The sauce had never tried a wine partnership before and came to Dovetail looking for a pairing that would offer great exposure to new audiences.
At Dovetail, part of our strategy is identifying up-and-coming brands who may be small now, but we think will become iconic — and Rufus Teague sure fit the bill. We designed a cross-promo with Rodney Strong wines, which are big, bold, and perfect with barbecue (Zinfandel and Malbec, we’re looking at you). Dovetail also helped out coupon-newbie Rufus Teague by acting as their coupon clearinghouse, helping generate and report on IRC and mail-in redemptions.
Thanks to Dovetail, both Rodney Strong and Rufus Teague got visibility in front of new shoppers. New market awareness plus big brand attention equaled results for retailers, who always cheer a higher basket ring. The promotion even went digital with social media buzz.