Bar-S employs the power of sound-on advertising for its new packaging and product innovations launch with parody music video "Ham or Turkey Time." American country music duo Big & Rich and American rapper Cowboy Troy star in the centerpiece of this year's Iconic Summer Mashup: Volume 2 campaign—a sequel to last year's award-winning Iconic Summer Mashup with Vanilla Ice.
Knowing the cultural impact of its initial release in 1990, Bar-S trusted its consumers would recognize one of the decade's most iconic songs, "U Can't Touch This". Pairing '90s nostalgia with Big & Rich was a natural next step, given Bar-S consumers' affinity for country music, and the close proximity of Nashville, Tennessee to target media markets.