K.C. Masterpiece
Based on their considerable brand equities in barbecuing, and a fragmented competitive set in cooking sauces, K.C. Masterpiece looked to bring their powerhouse brand to the marinades category and capture a share of this growing segment. The old fashioned illustrative style of fresh ingredients and the appetizingly soft glow of the new labels stand in stark contrast to their barbecue sauce line, strategically placing this item in the kitchen rather than just on the grill.