Dryness goes against everything Sweet Baby Ray’s stands for – so it’s only fitting that they’re taking a stand against Dry January. The Boss of the Sauce is on a mission to put a stop to plain, flavorless, unsauced food and keep dryness out of the kitchen for good.
Just in time for the NFL playoffs and the Big Game – the biggest sauce event of the year – Sweet Baby Ray’s launched its “Say No to Dry January” campaign and is asking customers to pledge to say no to Dry January and yes to sauce season, for the chance to win a year’s supply of sauce, the ultimate sauce bar cart, a wing sauce fountain, and more.
Between now and Feb. 1, 2026, when 15 giveaway winners and 1 Grand Prize winner will be drawn, Sweet Baby Ray’s will engage consumers across: a fun old-school PSA jingle; paid social; display; a campaign landing page where people can make their pledge, enter the giveaway, and find cocktail-inspired saucey recipes; and through content partnerships with influencers like @natemeeker_, @thirstywhale_, @adamwitt, @CodyTriesStuff, and @whathappenedlastnightt.
Created in partnership with creative agency GYK, this campaign sits underneath Sweet Baby Ray’s brand platform, Sauce First, which celebrates the wide variety of flavors Sweet Baby Ray’s has to offer and the people who boldly live life “sauce first,” get a little extra, and go all out when it comes to their favorite flavors and ingredients.
