LRXD Wins Central BBQ’s Branding and Advertising Business

Health & Happiness Agency LRXD has been chosen as the lead agency for Central BBQ as the Memphis-based eatery expands its dining concept throughout the Southeastern United States, CEO Kelly Reedy announced today.

LRXD won a pitch against a group of undisclosed agencies in which no consultant was hired. Central BBQ currently has three restaurants, with plans to grow regionally.

The scope of LRXD’s work will include everything from positioning the brand to creating and implementing an integrated multimedia campaign that involves traditional advertising, brand identity, digital, web design, social media, in-store materials, events and promotions.

LRXD’s priority will be to help Central BBQ expand its reputation as the destination for quality meats while the brand is building out its stores. Marketing will launch in the Fall.

Central BBQ officially opened in 2002, but founders Craig Blondis and Roger Sapp actually met on the circuit in the mid-1980s. After competing in Memphis in May’s World Championship Barbecue Cooking Contest and many other competitions, they made the leap from friends to business partners. Central BBQ has consistently been ranked the #1 BBQ spot in Memphis since 2005. And outside of the city, Blondis and Sapp have appeared on several national TV shows including Pitmasters, The Best Thing I Ever Ate, Crave and BBQ with Bobby Flay. Additionally, Central BBQ has been featured in several national publications such as USA Today, Garden & Gun, Southern Living and Men’s Health.