Dave’s Killer Bread - We Give a Crap
★ Winner | Brandcenter Sprint Live Client | Tombras / Dave’s Killer Bread
We were asked to break Dave’s Killer Bread out of the bread aisle and make their new snack line impossible to ignore.
To launch the movement, we claimed May 12th as National Give a Crap Day. Because May 11th is National Eat Whatever You Want Day — and fiber isn’t exactly the first thing people reach for.
(Paperwork submitted. Response pending.)
LAUNCHING THE MOVEMENT
We hit the streets first by asking the question no snack brand ever would ever have the guts to do.
TEASING THE CONVERSATION
People are more likely to try something when there’s a discount — especially when it promises to keep things moving.
With 71% of Americans planning road trip vacations, we teased drivers miles ahead of the experience waiting for them.
HITTING THE ROAD
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.
As a disruptor brand, Dave’s teased the movement’s arrival with bold OOH signaling something big was about to drop.
EXPANDING THE MOVEMENT
Dave’s brought the teased movement to life by installing Bathroom Plop-Ups across NYC, Boston, San Francisco, Los Angeles, and Washington, D.C. Each Bathroom Plop-Up features a QR code, granting access to the installations while allowing Dave’s to retarget participants later on.
Man-on-the-street interviews documented real conversations sparked by the bathroom plop up’s — with participants openly discussing fiber, digestion, and bathroom habits.
Proof that people were finally ready to give a crap.
CONTENT & CONVERSATION
EARNED MEDIA
With a campaign this big and disruptive, we expect for it to become much bigger than just the advertising world and find its way into the other trades.
The pre-existing DKB foundation can bring awareness and a solution toilet installation to low access communities across america who need it the most, because there’s a real problem here, the United States has only 8 public restrooms per 100,000 people, disproportionately affecting vulnerable populations. Our bathroom plop ups aren’t just a stunt - this is a long-term tactic to continue to make dave’s a part of communities around the country
WHAT’S NEXT
Copywriters: Sam Khan & Marissa Price // Art Directors: Chloe O’Hallaron & Izzy Pinson // Strategist: Judson Simpson // Creative Brand Manager: Sophie Reinhardt // Mentor: Vann Graves