Trust Your Gut / Big Fat Belly Good Cajun Seasoning

Submitted By Cerberus


Working with Lupo’s Spice Company, Cerberus Agency of New Orleans helped to create the Big Fat Belly Good Cajun Seasoning brand from scratch. The new brand was built as a fun, flavorful alternative to the big, boring brands and small, cheap (loaded with salt) Cajun seasonings on the market today.

Cerberus began in Q2 of 2018 by conducting market research, including a competitive set analysis of more than 20 on-shelf Cajun seasoning brands in order to help name the new brand. "Our recommendation was to marry a fun, irreverent name with a clean, polished looking packaging design," said agency partner and creative director, Justin Bonura. Another important agency recommendation came in the area of product development. "Our team recommended the inclusion of a 'Hot' variation to accompany the 'Original' that was the company had planned," added agency partner and lead designer, Rocky Russo.

In addition to creating a completely original brand mark and the aforementioned packaging designs, Cerberus also launched a new branded e-commerce website (www://bigfatbellygood.com), sales materials, and branded vehicle dressing. Later in 2019, Cerberus rolled out an extensive print and out of home campaign that included multiple print ads, billboards, and bus shelter signage across the metro New Orleans area.

Today, the company's products are available at grocery outlets across the area and extend into Mississippi. Cerberus plans to continue the momentum through 2020 with its efforts to spur website and online retailer sales throughout 2020, while helping to increase the number of nationwide distributors who carry the Cajun seasoning line.


To provide support to the salesforce in an effort to gain in-store placement and secure the brand's placement with local, regional, and national food distributors.

Technical Challenge

This bus shelter campaign was part of a year one effort to rebrand Gene's Special Blend and as such needed to work with the new packaging, print, and billboard elements already in place..


Big Fat Belly Good Cajun Seasoning






Creative Director

Justin Bonura
Rocky Russo

Art Director

Rocky Russo


Justin Bonura


Ray Thibodaux


Anneliese Depano




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