Sweet Baby Ray’s Releases a Limited Edition “30 Rack” Featuring Every Flavor in Their Portfolio

One box. 30 bottles. Zero chill. Just in time for National BBQ Day (May 16) and the kickoff of summer grill season, Sweet Baby Ray’s released a tasty and totally unhinged “30 Rack” of sauce featuring every flavor in their portfolio.

The ultimate prize for sauce fans and grillmasters across the U.S., the limited edition Sweet Baby Ray’s 30 Rack is up for auction on eBay from May 16 to May 21 – and best yet, all proceeds from the winning bid go to Feeding America.

Created in partnership with creative agency GYK, this brand activation is just one component of Sweet Baby Ray’s new campaign, Sauce First — a platform that celebrates the vast variety of flavors Sweet Baby Ray’s has to offer and the people who boldly live life “sauce first,” get a little extra, and go all out when it comes to their favorite flavors and ingredients.

While there will only be one lucky winner of the most sauced-up auction in America, throughout the summer, Sauce First will keep the fun coming with surprise drops, giveaways, and wild ways for fans to get their hands on a Sweet Baby Ray’s 30 Rack.

The digital-first campaign is running across paid social, Instacart, content partnerships, and influencer collaborations with accounts across Instagram and TikTok like @thepointerbrothers, @thegrilldads, @trashcanpaul, @moistbuddha, @middleclassfancy, and others.

INFLUENCER PARTNER CONTENT

• ThePointerBrothers
• Middleclassfancy
• TrashcanPaul
• HighlandBros
• TheGrillDads
• TailgatingWithRod
• Moistbuddha

Cristin Barth – Head of Creative, GYK “The whole idea behind Sauce First came from a simple truth: when you’re eating alone, you go harder on the sauce. You dip more, pour more, and don’t worry about being neat or polite. You just go for it. That’s the kind of energy we wanted to bring to this campaign. It’s not just about barbecue or burgers. It’s about giving people permission to be extra, to put flavor first, and to live Sauce First.”

Source: GYK

  Advertising, Campaign, GYK, Limited Edition, Marketing, National BBQ Day, Sweet Baby Ray’s