Kraft BBQ

Kraft BBQ Sauce – “The Perfect Finish”

In a world where BBQ often caters to pitmasters and dudes with tongs, we flipped the script. “The Perfect Finish” was Kraft’s bold move to center women in a category that rarely sees them, inviting everyone to claim their spot at the grill, and making flavor a genderless experience.

We launched a beautifully shot campaign featuring the product in association to make-up, owning the grill and finishing their meals with beauty, and sauce. Through this lifestyle content, we reimagined barbecuing as a space for beauty, not testosterone. The tone was empowering, inclusive, and full of unexpected flavor.

Barbecue isn’t a boy’s club, it’s a flavor craft. We saw an opportunity to expand Kraft’s audience by challenging an outdated norm. By shifting the narrative, we made grilling feel more reflective, more personal, and more delicious.