When Fornetto was launched in the U.S. at the Texas BBQ show, they wanted a brand that connected with both inner city foodies and outer-suburban outdoor types. These two demographics appear to have little in common, but they are united by a passion for barbeque and a desire for control. Where almost every other brand in the landscape considers packaging as an afterthought, we knew that the contemporary "big box" retail landscape where products are stored in their packaging on shelves in plain sight gave us a big opportunity. Our big, bold boxes with their clear call to action "Master the Flame" were one of the hits of the show, with most retailers in the U.S. and Europe now stocking the brand.