Big Bob Gibson Bar-B-Q
Big Bob Gibson’s is a barbecue restaurant located in Decatur, AL. A local favorite since 1925, when Big Bob began smoking meats for the community in a hand-dug pit, Big Bob Gibson’s has gained national recognition at barbecue competitions throughout the US.
Five generations later, Big Bob Gibson’s remains a family-run business with deep roots in the community. With two restaurants in Decatur and multiple state and world championships under their belt, Gibson’s continues to expand by selling their award-winning sauces, rubs, and merchandise online.
Very few restaurants make it to 100 years, but Big Bob Gibson’s did—and they wanted to honor that milestone by thanking the community with a full centennial celebration campaign. They partnered with Red Sage to build a strategy that not only marked the anniversary but also strengthened local and national brand awareness, expanded their social presence, and boosted e-commerce revenue.
Ahead of the 100-year anniversary, Red Sage launched Big Bob Gibson’s new e-commerce platform, created the centennial logo, built a content calendar, and developed a social ad campaign to boost awareness and drive online sales. The strategy, shaped in partnership with the Big Bob Gibson team, aimed to engage the community, share the brand’s story, celebrate its history, and increase revenue.
The first round of social ads for Big Bob Gibson’s 100-year anniversary blew past expectations, delivering a 5.13% Click Through Rate—the highest we’ve ever seen for a Meta traffic campaign and far above the 0.9% benchmark. Normally, performance tapers off as a campaign runs, but Big Bob’s bucked that trend. The second round pulled in an even stronger 10.84% CTR, more than doubling the first cycle’s results. In just five months, the campaign has already driven nearly 12,000 visitors to the e-commerce site to shop sauces, rubs, and merch.
