With every brief comes a new opportunity to learn, more about the new product, service, category and the industry it belongs to. So while we have to give our creative best, we follow a process of subject immersion as a team . In this case it was all about learning the Texas style barbeque, the textures, flavours, aroma and the experience. What followed for the main campaign was droolicious barbecue images almost as if being smoked right then and a raw, texas style humor on the copy. It turned out a sizzling hot campaign will all smoke and flavour.