Tattoos with Twang

There’s something joyfully rebellious about a 105-year-old, iconic Southern food brand becoming the altar at which heavily tattooed chefs worship.

“Richmond is the #3 most tattooed city in the country and in the Duke’s core audience, which is really focused on the South/Southeast, it’s the #1 most tattooed city,” says Duke’s marketing manager Rebecca Lupesco.

Sure, your granny may use Duke’s religiously in her chicken salad, but the bad-ass, James Beard-winning chef down the street is also devoted to the yellow-topped jar. “I think we can liven up the brand a bit, we can reconstruct what the South means now,” says Cobra Burger co-owner Joshua Franklin.

Click here to read the full article from Style Weekly.