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Food Brand Case Studies

On Tour with Ian Munsick

How a White Buffalo Helped to Grow Pork Rind Fans

In a quest to grow an ever-passionate fan base, Southern Recipe Small Batch pork rinds dialed into its consumers through music. By leveraging country music artist Ian Munsick during the launch of his White Buffalo album and his summer tour season, we were able to help a charity, align with a growing country artist, and create renewed excitement about the pork rind category overall.


In doing so, we created a go-to brand across the snack food category for consumers who crave bold flavor, low carb, and high protein fuel for their daily adventures – wherever they might be.

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Southern Recipe Small Batch sought to inspire consumers to bring country music into their summer plans through Ian Munsick’s Tour and ongoing summer promotion of his new album, White Buffalo.

Consumers were encouraged to visit the campaign landing page on frequently to learn more and enter for prizes. This page directed fans to Southern Recipe Small Batch’s Spotify to listen to Ian’s album, Instagram, and TikTok pages to further have them engage for giveaways.


Fans entered to win the grand prize of a year of snacks and $1,500, plus $5,000 was donated in their name to the charity Musically Fed.




On-Pack Sticker

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Results: July 1 – August 5, 2023 

Media Relations:
2 million media impressions
Broadcast Hits:
8 (all were targeted in KEY Southern Recipe Small Batch's regional retailer markets)
Facebook Fan Increase: 
Website Contest Entries:
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