Gilley’s Food & Beverage
Copywriting, Brand Strategy, Content Management
Moving a brand beyond its namesake.
The food & beverage company that grew beyond the country legend who created it.
Founded by legendary country singer, and urban cowboy-inspiration, Mickey Gilley - Gilley’s Food & Beverage was looking to grow beyond its founder’s shadow after the singer’s unfortunate passing.
The challenge: Position Gilley’s Food & Beverage as something separate from its founder, while still leaving the brand open to benefiting from its association with Mickey Gilley.
The strategy: Frame the brand’s association with Mickey Gilley as just one part of the profiting brand’s inspiring origin story. This was accomplished through a social-media schedule that calls attention to the existing reputation of the brand’s own products while using the occasional nostalgic detour to reflect on how the brand’s humble origins compare to the grander heights it exists at today.
Here’s the thing about our Gilley’s Texas Blonde Ale: If you’ve tried it, you love it. Don’t believe us? Give it a shot and prove us right. Grab it at HEB or No Label Brewing.
If you’ve had our Gilley’s Texas Blonde Ale you know what the fuss is about. If you haven’t, what are you waiting for? You’ve got nothing to lose, so go all in and grab a six-pack while you’re at it!
If you still haven’t tried our Gilley’s Texas Blonde Ale, what are you waiting for? Ask anyone who’s had it and they’ll tell you you’re missing out. Grab it at your local HEB or at No Label Brewing.
There’s home and there’s your home away from home. At its peak, the club in Pasadena was that home away from home for thousands, where they could forget about work and dance, drink, and eat their fill. That’s why our seasonings and recipes aren’t meant to taste like a night at home but like a night out at your home away from home. Grab a taste of your home away from home at gilleysfoods.com
Believe it or not, we’ve been around for a while. For as long as there had been a bull to ride at the Gilley’s Club our Wild Bull chili recipe had been kicking about. Some things just get better with age, and just like the memories made at the club, time just seems to make our recipes taste better. Grab a taste of the original Texas originals at gilleysfoods.com.
It ain’t a tailgate without a beer in hand and BBQ from off the grill. Stock up for the next game day at GilleysFoods.com, and grab our Gilley’s Texas Blonde Ale at HEB or No Label Brewery.