✿ Live Client
We raised awareness about Dave’s Killer Bread’s organic snacks by positioning them as THE fiber snack.
This project was the result of Brandcenter’s annual Sprint.
But what is Brandcenter Sprint?
A fast-paced, week-long competition where second-year students tackle real problems for real clients. We were briefed by Tombras’ team on Friday and presented them with full strategic and creative solutions the next Friday.
Dave’s Killer Bread is the #2 bread brand and the #1 organic bread brand in the United States – truly killing it within their category.
The snack aisle is noisy, impulsive, and novel: everything the bread aisle isn’t supposed to be.
The Ask: How do we break out of the bread aisle and take over the most crowded, innovative space in food?
In our research, we found:
Insight:
Dave’s Killer Bread has the credibility and the attitude to own fiber in a way younger audiences would actually notice.
So we came up with…
Phase 1:
The Rollout
Dave’s Killer Bread will launch its “Toilet Takeover” campaign with wheatpastings, toilet paper–inspired in-store coupons, and highway rest stop activations along I-95 and I-5 featuring billboards, snack vending machines, and a “Well-Oiled” Poo-Pourri collab to drive awareness and conversation.
Phase 2:
The Drop
Teaser wheatpastings will drive to “Bathroom Plop-Ups” — portable, Dave’s-branded public restrooms in top markets with QR code entry and Man-on-the-Street interviews that reward participants with snacks for sharing their bathroom habits.
Continuing
The Movement
Building on its second-chance mission, Dave’s will extend the campaign beyond disruption by launching the DKB Foundation’s “Public Toilet Project,” transforming Bathroom Plop-Ups into a long-term initiative to expand access to public restrooms in a country with only 8 public toilets per 100,000 people.
And we won YAY!
My Role
Project Management, Brand Audit, Competitive Analysis, Strategic and Creative Ideation, Deck Narrative, Preliminary Deck Design, and Pitch*
*Truly, I was helping out wherever I could to get this project to the finish line! CBM’s are supposed to be the second best at every skill, and this week, I definitely flexed that skill!
Chloe O’Hallaron (AD), Marissa Price (CW), (Me) Sophie Reinhardt (CBM), Izzy Pinson (AD), Judson Simpson (ST), and Samantha Khan (CW)
Mentor: Vann Graves