How Jack Daniel’s Tennessee Fire embraced the ‘mukbang’
To celebrate Pride during the COVID-19 crisis, the whiskey maker turned to internet personalities to help create online community.
For Jack Daniel’s Tennessee Fire, the goal for a 2020 Pride campaign was simple: Increase brand awareness and equity in the LGBTQ+ market.
However, with the U.S. in lockdown due to a global pandemic, Jack Daniel’s and parent company Brown-Forman—along with their partner agency, IW Group opted to bring the celebratory nature of Pride directly into consumers’ homes through “Jack Daniel’s Tennessee Fire Presents Drag Queen Mukbang,” their first branded content series pairing two millennial food trends: mukbang and the drag queen brunch.
Debuting during Pride Month on JackFirePride.com, the four-episode series blended the irreverence of a drag queen brunch with the intimacy of mukbang—a popular video genre where hosts enjoy a meal while interacting with viewers—all while serving up a virtual dining experience filled with food, Jack Daniel’s Tennessee Fire, laughs and fabulous queens. Led by a lineup of well-known figures in the LGBTQ+ community, the series featured YouTube sensation Patrick Starrr, Eugene Lee Yang (The Try Guys) and former “RuPaul’s Drag Race” contestants Gia Gunn and Laganja Estranja.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
