From Website to Tailgate: A Multi-Channel Hot Links Launch
Product Launch Campaign
Client: Kountry Boys Sausage
Role: Copywriter & Campaign Support
Deliverables: Website copy • Social media launch messaging • Email marketing • Influencer & UGC outreach • On-site activation support
Overview
Kountry Boys introduced Hot Links as a bold new addition to its sausage lineup, launching during football season — a key moment for tailgating, grilling and brand visibility. The campaign needed to feel authentic, energetic and rooted in real experiences, not overly polished or sales-heavy.
I supported the launch across multiple channels, ensuring consistent messaging from the website to social media to live activations.
Approach
Rather than treating Hot Links as a standalone product drop, the launch was positioned as part of the Kountry Boys lifestyle — something that naturally belonged at tailgates, cookouts and game-day gatherings.
The focus was on:
Clear, appetite-driven product storytelling
Familiar, brand-true language
Real-world moments that reinforced how and where the product is enjoyed
Execution
Website Copy
I wrote the Hot Links product page copy to introduce the flavor profile, highlight how it’s typically enjoyed and reinforce the brand’s bold, Texas-first personality. The goal was clarity without over-explaining — letting the product feel confident and familiar.
Social Media Launch Support
I helped develop launch messaging for social media that tied Hot Links directly to football season, grilling culture and tailgating traditions. The content focused on how the product fits into existing routines rather than positioning it as something new or unfamiliar.
Email Marketing
I contributed to an email campaign announcing the Hot Links launch to Kountry Boys subscribers. The messaging emphasized excitement, seasonality and real use-cases, driving awareness and reinforcing the product’s place in the lineup.
On-Site Activation: Texans Tailgating
I assisted with on-site activation efforts during Houston Texans tailgating, helping bring the product directly to fans in a high-energy environment aligned with the brand. This in-person exposure reinforced authenticity and created natural opportunities for engagement and content capture.
Influencer & UGC Outreach
I supported outreach to content creators to generate user-generated content featuring Hot Links in real-world settings. This content extended the launch beyond brand-owned channels and helped the product feel established within the community from day one.
Outcome
While I did not own sales reporting, the Hot Links launch succeeded in creating a cohesive, multi-channel introduction that aligned digital content, email and in-person activation. Customers encountered consistent messaging and visuals across platforms, reinforcing recognition and trust in the new product.
