RUB BBQ

When RUB (Righteous Urban Barbecue), a beloved New York-based smokehouse, set its sights on Las Vegas, they faced a challenge: how to stand out in a city overflowing with culinary spectacle. But RUB had something no other BBQ joint could claim—time. Their signature slow-cooking method, honed over hours of patient smoking, delivered deep, rich flavors that fast-paced competitors simply couldn’t match.

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We leaned into this contradiction and built a campaign around the idea: “Fast Town, Slow Cooking.” It was a bold promise that resonated with Vegas locals and tourists alike—offering a moment of slow indulgence in a city that moves fast. To bring the concept to life, we launched a multi-channel campaign that got attention and promoted their unique cooking method:

• Billboards and casino posters that teased the slow cooking method they were famous for.

• A real-time mobile smoke-cam streamed the slow-smoking process, turning food prep into performance art.

• For the grand opening, we sent out an unconventional but perfectly on-brand invitation: a package of wet naps.

 

RUB BBQ didn’t just open a restaurant—they made a statement. In a fast-paced city, they reminded everyone that sometimes, the best things take time.