Tasked with finding a fast-growing BBQ restaurant chain its own tasty corner of the hospo category, Smoke’s winding journey began with a pilgrimage to America’s deep south – the spiritual home of low and slow – though cattle fields and lumber yards, all the way back to their kitchen.

What resulted was a well-crafted fighter brand with disruptive repositioning, a big heart and a generous soul.

Built on a strong palette of distinctive codes and bold new creative, the launch campaign was loud, proud and put Smoke BBQ on the UK’s culinary map.