Case Study - Sarge’s Sauce
Publicity For Good
Public Relations agency passionate about purpose driven businesses and making a positive change in the world.
Sarge’s , a food truck based in Raleigh, North Carolina, embodies the essence of family. Named after owner chef Julius West's Air Force sergeant father, the truck's menu is a fusion of traditional recipes passed down from West's mother and their experiences living in different cultures. The standout dish is shrimp and grits, featuring a sauce derived from West's mom's family recipe. Due to its immense popularity, the sauce is now bottled and available in 265 grocery stores, alongside other products like Sarge's Yellow Stone Ground Grits and Sarge's Seafood Seasoning. Sarge's Chef on Wheels captures the spirit of family, tradition, and delicious food, both on the streets and in homes across the region.
Publicity For Good and Sarge’s worked hand-in-hand with one goal in mind, to increase their brand’s awareness and influence on their target audience. We were able to leverage Sarge’s Sauce by highlighting their delicious products like the shrimp and grits sauce and seafood seasoning as well as the humble beginnings of Chef West. We used this position to establish Sarge’s Sauce as a powerhouse in their industry and reach more audiences that can become customers.?
So far, throughout our 3-month campaign with Sarge’s, we were able to gather a total of 71 media opportunities, 20 of which were live links from features and interviews in different platforms. At the same time, 44 are product requests from media outlets that can’t wait to taste the goodness of Sarge’s Sauce’s products. The media outlets we have secured so far include CBS17, Splash Magazine, I Can Cook That, Chewing the Fat, Gallaghers Travels, Tastebud Entertainment, Inc., and many more! With our combined efforts, we reached a total of 15 Million audiences within the 3 months of our partnership.
We can say that the campaign has helped people to be more aware of Sarge’s Sauce and its delicious products. The partnership between Sarge’s Sauce and Publicity For Good has been successful so far but Publicity For Good will not stop there and we’ll continue to strive and find more opportunities for Sarge’s Sauce.
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Media Highlights? - https://docs.google.com/document/d/1EmxtxUoE5-9zUPOJ3JP8hzp2GozupE2kHmGrmwlsV9o/edit ???
“Chef Julius West’s love of food developed as a child traveling the U.S. as the son of an Air Force Sargeant. While his dad was serving, Julius spent hours in the kitchen with his mom where she taught him that thoughtfully preparing traditional, homestyle dishes is a way to show others care and respect. “ - Splash Magazine
“We get a lot of requests to review products. And these three Sarge’s Shrimp and Grits essentials top our list of the best way to put a complete dinner together just by basically turning on your stove. They’re all from an “army brat” named Julian West.? As he followed his Air Force Sargent dad around the country, Julius joined his mother in the kitchen. She took the flavors of true Southern cooking everywhere the West family went. “ - Chewing The Fat
“I just discoveredSarge's Sauce and it is my new jam. The easiest way to make shrimp and grits. The grits are done in 15 minutes with a little butter. Add your shrimp to the sauce and chop up whatever toppings you like (JKGF adds diced bacon and scallions). Done and done. Brunch is served. Who's bringing the mimosas??” - Johnna Knows Good Food