Bad Dawg goes retail
Jamaica has literally gone to the 'Dawgs', as brightly coloured, yellow-and-black mobile carts have taken over the island's street corners. From Kingston to Mandeville, to Montego Bay, residents are picking the 'Bigga, Betta, Badda' choice - indulging in tender, juicy sausages proudly made with 100 per cent meat; never stuffed with filler or paste.
"Bad Dawg Sausages have been a big hit with Jamaican customers over the past 30 months," says Brand Manager Alicia Bogues. "What began as a job-creation programme, introducing a New York-style hot dog through mobile vending carts, has quickly evolved and created a social-media frenzy, with over 20,000 devoted fans yearning for more of our delicious Dawgs," she explains.
On the heels of its outdoor success, Bad Dawg is gearing up for the next big step - heading into retail and food service markets. The brand is using this approach to leverage its strong equity through retail channels and to respond to overwhelming consumer requests for the product to be readily available outside of the currently established vendor market.
Bad Dawg recently unveiled its retail packages for its legendary pork sausages, which are currently available in select supermarkets, and will be launching a new chicken sausage, Yard Fowl, in the coming weeks.
And not to worry, the Bad Dawg carts will continue to be out in force: "There is a growing need for the product to have a presence in retail and food service markets, which we're happy to fulfil," shared Bogues. Adding that "by increasing consumer interaction with the brand, we hope to garner more attention, create even greater awareness of Bad Dawg Sausages, and increase demand at both the carts and retail trade".