DAVE’S KILLER BREAD: WOKE UP EPIC

Challenged with breaking through the crowded “New Year, New You” messaging during the NYE season, we were tasked to promote Dave’s Killer Bread’s bread products. To go against the grain of certain wellness mindsets during the end of year season, we instead challenged the brand’s audience with a 30-day “anti-challenge” during the full month of January. We reassured people that they are already made for greatness. Launching a digital lead campaign, the tactics included daily SMS blasts, email, social, paid, influencer partners, media coverage, and landing page to drive interaction. The campaign received 37K+ SMS participants (first time the brand leveraged SMS for a campaign), 23K+ newsletter subscribers, and 2 billion impressions.

Agency: Maxwell PR

2024