Smash Kitchen

From Blockbuster to Bottle: DKC’s Media Blitz for Smash Kitchen

Legacy players still dominate America’s $12 billion condiment category, even as shoppers hunt for cleaner labels. Actor-turned-founder Glen Powell and DTC powerhouses Sean Kane and Sameer Mehta saw white space: give the pantry’s most-loved sauces the same bold flavor—minus the high-fructose corn syrup, concentrates, and artificial dyes.

When Powell decided to take on the big condiments of the world with Smash Kitchen, he asked DKC for one thing: make the clean-label condiment brand launch debut feel unavoidable.

‍

We rolled out the launch coast to coast, splitting efforts between NY and LA and activating across traditional media, social, and talent. Feature stories landed in Fast Company, Forbes, Food & Wine, People, and The Hollywood Reporter, plus a 10-minute Today Show segment and tons of digital spotlight.

Over 150 influencers and celebs showed up (and showed out), helping generate over 7 billion earned media impressions and 100 million social impressions.

Headlines–and bottom-line proof

The cherry on top? Walmart shelves couldn’t stay stocked — with many locations reporting sellouts.

By scripting the launch as equal parts celebrity moment, category disruption and flavor story, DKC turned a pantry up-start into mainstream news before the first squeeze hit the barbecue.