The origin of AC Barbeque is deeply interwoven with the personal histories and friendship of Cedric the Entertainer and Anthony Anderson, both of whom share a profound love for barbeque—a love that traces back to their respective childhoods in Missouri and California. “Barbeque has always been more than just food for us; it’s a celebration, a way to gather people, to laugh and share stories. When Anthony and I talked about starting AC Barbeque, it was with the intent of capturing that spirit, that joyous tradition that’s been a part of our lives since childhood,” says Cedric. This shared passion, nurtured over years of personal and professional camaraderie, eventually evolved into the idea for AC Barbeque. The concept was to create a brand that not only offered high-quality barbeque products but also celebrated the rich cultural heritage of barbeque within the Black community, echoing the traditions that both celebrities cherished growing up.

Cedric and Anthony envisioned AC Barbeque as more than a culinary venture; they saw it as an extension of their own living rooms, where stories, laughter, and good food are shared among family and friends. This vision was rooted in the belief that barbeque, more than just a method of cooking, is a communal event that can bring people together, bridging generations and cultures. To bring this vision to life, they needed a marketing partner who could understand and translate this cultural narrative into a successful brand strategy. This is where Hawke Media entered the picture.

Hawke Media was selected for their notable expertise in building impactful digital and traditional marketing campaigns, particularly for brands looking to carve out a niche in a saturated market. When approached by Cedric and Anthony, Hawke Media recognized the unique opportunity to craft a marketing strategy that was as much about storytelling as it was about selling a product. The collaboration was anchored on mutual respect for the cultural importance of the project, with Hawke Media deeply appreciating the need to handle the marketing in a way that honored the traditions and values at the heart of AC Barbeque. Hawke Media CEO & Founder, Erik Huberman, saw partnering with Cedric and Anthony as “an opportunity to do something truly unique in the space. They brought not only their personal passion for barbeque but a deep respect for its cultural roots. At Hawke Media, our goal was to tell that story, to build a brand that felt authentic and resonant, not just commercially successful.”

The relationship between AC Barbeque and Hawke Media was built on this foundation of shared values and goals. Hawke Media’s role extended beyond typical marketing activities; they were instrumental in crafting the narrative that would resonate with the audience on a deeper level. This involved developing content that highlighted the history of barbeque in the Black community, showcasing how it is an art form passed down through generations, and illustrating the ways in which Cedric and Anthony’s personal stories were a testament to this tradition.

To effectively tell this story, Hawke Media leveraged a variety of platforms and tactics. They designed a multi-channel marketing campaign that included engaging social media content, partnerships with influencers who could authentically speak to the cultural aspects of barbeque, and strategic PR moves that placed Cedric and Anthony at the forefront of the narrative. They also orchestrated the integration of this story into the “Kings of BBQ” show, ensuring that each episode not only entertained but also educated viewers about the cultural significance of barbeque.

Through their collaboration, Hawke Media and AC Barbeque managed to create a brand that was true to the founders’ roots and resonated with a broad audience, turning AC Barbeque into a symbol of community and cultural pride. This partnership highlighted the power of aligning a brand with authentic stories and genuine relationships, setting a new standard for how brands could connect with their audiences on a meaningful level.