Dickey's Barbecue Gets Back to Roots with First Multimedia Brand Campaign

Nation's Largest Barbecue Brand Invites Guests to Speak the Language of Barbecue

July 25, 2014 // Franchising.com // Dallas, TX - Dickey's Barbecue Restaurants, Inc., the nation's largest barbecue chain, launched its first multimedia brand advertising campaign with the new company tagline, "We Speak Barbecue." The new campaign effectively uses both music and visuals to leverage the craftsmanship and heritage associated with the brand.

"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, Inc. "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 creative platform debuts the new tagline "We Speak Barbecue" and includes multiple 30-second national television spots, radio advertisements and a digital campaign aimed at showing consumers how the brand starts the slow smoking process long before guests arrive. The integrated advertising campaign will emphasize the company's commitment to providing authentic slow smoked barbecue that is made with passion and dedication to the barbecue craft.

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, Inc.

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. The best photo will win free barbecue for an entire year.

About Dickey's Barbecue Pit

Dickey's Barbecue was founded by Travis Dickey with the goal of authentic slow smoked barbecue. More than 73 years later, the Dallas-based family-run barbecue franchise still offers a quality selection of signature meats, home style sides, tangy barbecue sauce and free kids meals every Sunday. All meats are slow smoked onsite in each restaurant. The fast-casual family-friendly concept has expanded to over 400 locations in 40 states and holds the title of the world's largest barbecue franchise. This year Technomic named Dickey's "Fastest-growing restaurant in the country" and they were also named "Best Franchise Deal" by QSR Magazine. For more information, visit Dickey's or for barbecue franchise opportunities call (866) 340-6188.

SOURCE Dickey's Barbecue Pit


Jami Zimmerman
Director of Public Relations
Dickey's Barbecue Restaurants, Inc.
4514 Cole Avenue, Suite 1015
Dallas, Texas 75205


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Dickey's Barbecue Restaurants, Inc., the nation's largest barbecue chain was founded in 1941 by Travis Dickey with the goal of authentic slow smoked barbecue.


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