Dave’s Killer Bread - We Give a Crap
We were asked to break Dave’s Killer Bread out of the bread aisle and make their new snack line impossible to ignore.
★ Winner | Brandcenter Sprint 2026 | Live Client: Tombras / Dave’s Killer Bread
Since Dave’s Killer Bread Organic Snacks has up to 25% of daily fiber needs, we hit the streets first by asking the question no snack brand ever had the guts to do.
TEASING THE CONVERSATION
HITTING THE ROAD
With 71% of Americans planning road trip vacations in the next year, we teased drivers miles ahead of the experience waiting for them.
Dave’s Killer Rest Stops turned road trips into fiber pit stops with bathroom takeovers.
EXPERIENTIAL TAKEOVER
And of course, we’ll bring Dave’s to the rest stops with vending machines fully loaded with snacks and our Poo-Pourri collab.
EXPANDING THE MOVEMENT
As a disruptor brand, Dave’s teased the movement’s arrival with bold OOH signaling something big was about to drop with a second round of wheat posters.
The U.S. has one of the lowest public-toilet-to-human ratios in the developed world. So Dave’s didn’t just talk about going—we made places to go. Introducing Bathroom Plop-Ups in key markets.
Man-on-the-street interviews documented real conversations sparked by the bathroom plop up’s — with participants openly discussing fiber and bathroom habits for free Dave’s Killer Bread Organic Snacks in exchange.
KEEPING THINGS MOVING WITH SOCIAL
People are more likely to try something when there’s a discount — especially when it promises to keep things moving.
FINDING OUR WAY BACK TO THE SNACK AISLE
Copywriters: Sam Khan & Marissa Price // Art Directors: Chloe O’Hallaron & Izzy Pinson // Strategist: Judson Simpson // Creative Brand Manager: Sophie Reinhardt
BEHIND THE SCENES
