The campaign for The Year of Alabama Barbecue will make your mouth water.

It’s hard to imagine a more fitting campaign for the Alabama Tourism Department. Barbecue is right up there with football and religion in terms of devotion in this state. But how do you tell the rest of the world that your barbecue and the people behind it are worth a trip to discover it for themselves? Well, you spend a whole year telling that story. The Year of Alabama BBQ was no ordinary campaign. Along with print and digital elements, it also included a documentary, a traveling photography exhibit of Alabama’s barbecue masters and a barbecue war of sorts.