BBQ sauce is personal, based on where you’re from, and Texas’ Spire Agency recently cooked up B2BBQ sauce. The packaging, designed in-house, is bold and punchy, full of hand-crafted aesthetics, stunning typography, and quirky illustrations. This is a sauce meant to be drenched in, and if the packaging tells us anything, it’s a good one.

Texas’ most-awarded B2B agency added some creative spice and Texas twang to a self-promotion piece for current customers and prospects in our own backyard. The unique “B2BBQ” idea was cooked up for the fall tailgate season to break through the boredom served up by so many B2B agencies. Two bodacious barbecue sauces told the story of how Spire was making B2B more badass through bold creative that adds a real kick to the khakis of ordinary business-to-business marketing. B2B now stood for “Bad 2 the Bone” as Texas’ hottest B2B shop with a flare for innovative strategy and award-winning creative brought a little humor to the C-suite with its brand-crafted sauce. After all, where there’s smoke, there’s Spire — the agency born and braised in Dallas. The impressive direct mail piece was sent to 25 select clients and prospects in October during the middle of football season — and prime grilling and tailgate weather here in North Texas.