News

Dickey's launches first multimedia ad campaign

July 25, 2014

Dickey's Barbecue Restaurants Inc. launched its first multimedia brand advertising campaign with the new company tagline, "We Speak Barbecue." 

"I'm so proud of our new campaign and believe we've created a message that really differentiates who we are as a brand," said Christie Finley, chief brand officer for Dickey's Barbecue Restaurants, in a company press release. "In today's fast-paced environment, I believe our guests are going to connect with our back to basics approach that shows our commitment to quality and recipes that have been handed down for generations."

The launch of the "We Speak Barbecue" campaign marks the most significant repositioning effort in the company's 73-year history. Created by Dickey's in-house marketing team, the platform debuts the new tagline "We Speak Barbecue" and includes multiple 30-second national television spots, radio advertisements and a digital campaign.

Dickey's recently hired Christie Finley as its new chief brand officer, a newly-created position for the brand.

The television spot features a reverse deconstruction technique and also a signature new song, "Take Me Back," written specifically for the campaign by singer/songwriter Eddie Berman. Additional commercials feature Roland Dickey, Sr., chairman of Dickey's Barbecue Restaurants.

In conjunction with the new campaign, Dickey's is launching a social media contest that asks guests "What is barbecue to you?" Guests are asked to upload a photo or video on the national Facebook, Twitter or Instagram page using the hashtag #WeSpeakBarbecue. A winner will receive free barbecue for an entire year.