The Original Black’s BBQ has been a defining force in Texas barbecue since 1932, starting as a family-run meat market in Lockhart before evolving into a full-fledged restaurant. Known for slow-smoking meats over post oak, simple seasoning, and time-honored techniques, Black’s delivers authentic Central Texas barbecue with every brisket, rack of ribs, and handmade sausage. With four locations across Central Texas, the restaurant offers more than a meal, it is a gathering place where tradition, community, and family come together. Nearly a century later, Black’s remains committed to the same values and craft that built its legacy, serving barbecue that is as authentic and welcoming as it is legendary.
Black’s brought us on to help tell their story in deeper, more meaningful ways that extend beyond the plate. They wanted to highlight the family’s multigenerational legacy, the history of Black’s Barbecue, and its lasting impact on Central Texas culture. The goal was to activate purposeful community participation, partner with video-first storytellers to create narrative-driven content, and secure national media placements that position Black’s as a true authority in American barbecue. Essentially, they called on us to help share their heritage, craft, and character with audiences in ways that feel authentic, engaging, and culturally significant.
We developed a six-month local and national communications strategy designed to bring Black’s story to life through fresh, compelling angles. The plan outlined targeted PR opportunities on both the local and national level, along with an influencer and YouTube creator strategy to connect with new audiences through authentic storytelling. We also incorporated UT campus activations and partnerships within the comedy and entertainment space to deepen community ties and expand cultural reach. Together, these efforts created a well-rounded approach to positioning Black’s as both a local institution and a national voice in American barbecue.
Coverage included national placements in outlets such as ESPN College GameDay, Forbes, Chowhound, TimeOut, and Southern Living, reinforcing Black’s position as a leader in American barbecue. The campaign also sparked buzz through memorable shoutouts from comedians Gabriel “Fluffy” Iglesias and Charlie Berens, extending the brand’s reach into the entertainment space. Altogether, these results showcase the lasting impact of thoughtful storytelling and the continued resonance of Black’s authentic Texas legacy.
