Dave’s Killer Crisis
SHORT N’ SWEET
A live client social campaign for Dave’s Killer Breads new snack line where we send their new mascota Dave on a mid-life crisis cross country road trip.
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Ask: Help Dave’s Killer Bread break into the snack aisle.
Problem: No one knows that Dave’s sells snacks.
Target: The Breadheads aka Millennials.
Insight: Moments that feel off script are the ones that make life feel alive.
Strategy: Make mid-life crises killer.
THE ASK
Help Dave’s Killer Bread break into the snack aisle.
Since 2005, Dave’s Killer Bread has been bread centric. But this doesn’t mean they haven’t changed or evolved. In 2014 they were acquired by Flowers Foods and decided to venture into something new: breakfast breads.
But recently they decided it was time for an even BIGGER CHANGE:
Breaking into the SNACK INDUSTRY.
PROBLEM
Dave’s Killer Snacks don’t stand out…they blend in.
Our group took a research trip to the grocery store to find Dave snackbars and were shocked to find that we could barely even see them.
Even if you were a fan on the hunt, they’re shockingly hard to find.
Dave’s Killer Bread has a killer fanbase, we just need to wake them up.
TARGET
Meet the Breadheads.
They’re self confident, financially secure yet spontaneous, and in-style.
But most importantly, they’re
Millennials
Millennials grew up during the wonder years. But around 2008 things started to get crazy.
Housing Crisis
Student Debt
Job Instability
Financial Anxiety
Rise of Social Media
And since 2020 it’s gotten even crazier
Pandemic
Mass Layoffs
Political Unrest
Gas Prices
Millennials are NOT okay…
It kinda sounds like they’re having…
A MID-LIFE CRISIS
Mid-life crises are traditionally about reaffirming youth, physicality, and power.
But these days a mid-life crisis doesn’t have to be about age.
26%
of adults admit they’ve had a midlife crisis,
Inflation
but
8%
tied it directly to aging or getting older.
A midlife crisis doesn’t have to be shameful or embarrassing. Everyone has them!
EVEN BREAD
STRATEGY
MAKE MIDLIFE CRISES KILLER
CREATIVE WORK
43% of marathon runners are millennials, and Dave’s heading to the Chicago marathon to join them!
Then he’s back on the road with more shennanigans.
Along the way, Dave goes on a few social exclusive side quests.
Meet Dave the Mascot
While the Dave’s in DKB refers to Dave Dahl, we wanted to separate the two by introducing Dave the Mascot.
He’s 44, tired of his 9-5 of selling bread, and is looking to shake things up!
Dave’s Mid-Life Road Map
So we’re sending Dave on a cross country road trip to live out the mid-loaf crisis of his dreams.
Starting in his hometown of Portland, Oregon, Dave would travel across the country, participating in mid-life crisis activities.
Dave’s feeling a little wild and decides to go against brand guidelines with his own “snacks” tattoo.
Dave’s next stop is a Napa Valley wine tasting. Afterall, Millennials make up 31% of all wine drinkers.
Millennials are the most tattooed generation, with 50% of them having at least one.
So Dave’s final stop is Richmond, the most tattooed city in the world, where he’ll be giving flash tattoos at the Richmond Tattoo Expo.