pitmaster "you've been warned"
In a category dominated by meat and grilling imagery, rattlesnakes get noticed. When bite is considered an attribute of your product, it was easy for us to connect it with the danger of a rattlesnake bite. That was the idea behind the "you've been warned" introduction campaign. We then created the "grillin' and chillin' nationals" brand to invite barbecue pit masters and mud pit enthusiasts together to "get down and dirty."