Jack Daniels

Sure, men love to grill, but that doesn’t mean they’re competent anywhere else in the kitchen.

In this campaign, we’re saying congratulations to the men finally feeding their family something they’ll ACTUALLY want to eat...courtesy of Jack Daniels Barbecue Sauce.

experiential out of home

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experiential out of home ⋆

Picture this: A massive golden trophy—because what says 'male achievement' more than an absurdly oversized award? —strategically planted in barbecue-fueled cities, dispensing mini bottles of sauce like a vending machine.

Each sauce bottle is labeled with the kind of humor that makes guys in their 40s and 50s chuckle while secretly feeling seen—a perfect blend of wit and mild self-deprecation.

Memphis

St. Louis

Nashville

*Cities were chosen based on the number of members of the National Barbecue & Grilling Association .

something extra

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something extra ⋆

the insight

Let’s be real: male humor sometimes operates like a middle school locker room. Dick’s Last Resort hasn’t just embraced this - they weaponized it. Dinner comes with a side of verbal abuse, and guys lose their mind for it.

Enter Jack’s Last Resort - We’re not elevating the experience...we’re just doubling down on the humor that makes middle-aged guys laugh so hard they snort their beer. Each plate comes loaded with Jack Daniel's Barbecue Sauce and a verbal beatdown so specific, it'll make guys feel like they're part of an inside joke.