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We Give a Crap
Dave's Killer bread
★ Live Client Sprint Winner | Brandcenter
The ask: Raise awareness for Dave’s Killer Bread snacks.
The solve: Own the one benefit no other brand will talk about: gut health.
the setup
71% of Dave’s fans drive to their next vacation.
So we met them before they even reached their destination.
rest stop takeovers
Dave’s reminded people that they give a crap, when no other snack brand dares to.
strategically placed snacks
Out of the bread aisle and into rest stops, Dave's is there for you along the way.
THE EXPANSION
The campaign went urban, too. Wheat-posters (pun intended) teased our key markets.
Back to the aisle
Coupons for DKB snacks directly in the aisle. Clear messaging that's impossible to ignore.
continuing the movement
More bathroom takeovers, but this time in cities with limited restroom access (NYC, Boston, San Fransisco, LA, DC).
expanding into social
Street interviews outside Dave’s bathrooms invited participation...with free snacks in exchange.
Back to the cart
After highways, bathrooms, and city takeovers, Dave’s returned to the shelf... with coupons that stayed on theme.
Art Director: Izzy Pinson, Chloe O'Hallaron
Copywriter: Marissa Price, Sam Khan
Strategist: Judson Simpson
CBM: Sophie Reinhardt
BEHIND THE SCENES
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