How Philanthropy and Sweet Heat Built Lid Licking Sauce
When Tim Mathews approached me through my friend Jeff Lawson about developing his BBQ sauce brand, I knew this project would be unique. Tim, a successful entrepreneur in the quick-lube industry, had two lifelong passions: making BBQ sauce and helping others. His wife Lynn and his large family had been urging him to take his signature sauce to market, and his granddaughters cleverly named it “Lid Licking Sauce.”
The Heart Behind the Sauce
Tim’s commitment to philanthropy runs deep. For years, he’s worked with organizations like Civitan in Clayton, NC, to support developmentally disabled communities, including Special Olympics. He would bring his grill, chicken wings, and tangy BBQ sauce to feed everyone involved at these events. This spirit of giving back became the foundation of the brand’s identity, captured in our tagline: “Philanthropy is our secret ingredient.” Kudos to my daughter Fanny for finding that clever communication hook.
His original sauce recipe, Carolina Sweet Heat, is unique, too.
It’s all about the basics—no frills, just flavor! Think ripe tomatoes, a touch of molasses, a splash of vinegar, and a hint of spice. These main ingredients come together like a backyard party in a bottle, turning every bite into a sweet, tangy, finger-licking masterpiece.
Sometimes, the best sauces are born from the simplest pantry staples.
Building the Brand
The project needed several key elements:
– Logo, label and package design
– Social media strategy
– Collateral and signage for events
– Shopify website development
– Go-to-market strategy
To bring this vision to life, I assembled an expert team:
Brasco Marketing Agency – Handled brand development, the website, and collateral. Thanks, Devan, Caroline, and Tom.
Fanny Slater – Managed Instagram strategy and content creation
Francesca Benedetto – Created core brand photography so we have visual assets we can use
Clay Popa – Became the face of our brand, representing our celebration of neurodiversity
Standing Out in the BBQ Sauce Aisle
After researching BBQ sauce branding in supermarkets and club stores, we made a bold decision. Instead of traditional BBQ sauce imagery, we showcased the joy of eating our sauce through Clay’s beaming, sauce-covered face. This memorable image became our brand’s mnemonic device. This visual hook helps customers remember us, like iconic mascots like Orville Redenbacher, Ben & Jerry’s, Mr. Peanut, or Charlie the Tuna.
Consumers will remember the BBQ with the little boys face splashed with sauce way before they will recall the brand name.
Making an Impact Through Sales
Tim’s commitment to giving back extends to every aspect of the business. He partnered with Powered by Gabi’s, a nonprofit that employs adults with developmental disabilities. When customers order from our website, Gabi’s team handles all order fulfillment, creating meaningful employment opportunities in the neurodiversity community.
Tim also maintains his involvement with the Clayton Civitan Club, supporting various initiatives from fundraising events to Special Olympics programs.
Three Critical Lessons for Food Brand Entrepreneurs
1. Create Distinctive Branding
– Break from category conventions when it makes sense
– Align your visual identity with your mission
– Make sure your brand tells a compelling story
2. Start Small and Scale Gradually
– Test your product in real-world settings like farmers’ markets and local events
– Learn from early mistakes
– Build confidence in your brand before expanding
3. Gather Direct Consumer Feedback
– Use sampling opportunities to gain insights
– Pay attention to how people use your product
– Be prepared to adjust your strategy based on customer behavior
Join Our Mission
Every jar of Lid Licking Sauce supports our mission of creating opportunities for the developmentally disabled community. Our original flavor, Carolina Sweet Heat, is just the beginning of this journey.
When you purchase our sauce at www.lidlickingsauce.com, you’re getting a delicious BBQ sauce that supports meaningful employment and community development.
Lid Licking Sauce isn’t just another BBQ sauce. It’s a sauce with purpose, proving that great flavor and giving back can go hand in hand.
Sign up to follow us here on Instagram and find locations near you that sell Lid Licking Sauce.
And don’t forget to lick the lid!
Connect with Jeff at The Marketing Sage Consultancy. Interested in setting up a call with me? Use my calendly to schedule a time to talk. The call is free, and we can discuss your brand and marketing needs.
If you want to learn more about my new offering, The Trusted Advisor Board, you can click here to learn the details. Feel free to email me at jeffslater@themarketing sage.com or text 919 720 0995. Thanks for your interest in working with The Marketing Sage Consultancy.
