CONTEXT: Dave’s Killer Bread was founded in 2005 by Dave Dahl with the goal of making a bread brand that didn’t have to be boring. And it worked. The brand quickly rose to become the #1 organic bread in the aisle, transforming one of the most overlooked categories in the grocery store into something people actually paid attention to. Now, DKB is entering a new category: snacks. But unlike bread, the snack aisle is loud, crowded, and full of bold, personality-driven brands. DKB needed to find a way to stand out in a space where everyone is already fighting for attention.
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5-SECOND VERSION: Credibility alone isn’t enough to make people care about a brand extension. If DKB wants to break into snacks, they need to give people a reason to pay attention. Snacking is a mindless activity, and so is watching television. Those two go hand in hand. And right now, people are obsessed with true crime and murder mysteries. That gives DKB a unique opportunity to connect with their audience in a way no other brand can.
DKB already killed the bread aisle. Now, they’re onto their next victim: the snack aisle.
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MY TWO CENTS: This idea really clicked when I stopped thinking about snacks as a product and started thinking about them as a moment. No one snacks because they have to, they snack because they want to, usually while they’re already being entertained. That means DKB isn’t just competing with other snacks, they’re competing with everything happening on the screen. Leaning into true crime gives them a way to show up in that moment with a concept that feels bold, relevant, and impossible to ignore.
[BACKGROUND]
Dave's Killer Bread offers an assortment of bread products, ranging from standard loaves to english muffins and bagels. They've been successful in the bread category, ranking as the #1 organic bread brand in the nation. ​
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Now, they've stepped into the snack aisle releasing products like breakfast bars, protein bars, and snack bites. However, they haven't been able to make an impact quite like they did in the bread aisle.
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THE BRAND'S ASK: Find a way to break into the noise of the snack aisle.
[RESEARCH METHODOLOGIES]
Social Listening
Understood sentiment about how people view Dave's Killer Bread and their snack products
MRI Simmons
Looked into where Dave's Killer Bread consumers live and where there is crossover with snacking habits
Testimonials
Talked to people about their snacking habits and what fuels their need to snack
[THE WORK]
"Dave's has snacks?"
People didn't know that DKB even had snack products although they have bought their bread products before.
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This fueled the notion that even though people knew about and liked DKB, they had no idea that they had different products.
How can we put Dave's Killer Bread into a snacking mindset, instead of just a household necessity? ​
[INSIGHT]
Snacking is mindless, and so is watching television
65% of Americans snack while watching television.
Snacking and Television
overlap
Snackers are catching up on the latest podcasts, tv shows, movies, and other forms of entertainment.
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And they love true crime.
MRI Simmons
And here is what they watch:
remained a top 10 movie on Netflix weeks after its premiere
crime related shows take up drama networks
over 6.4 million views on its premiere week
[THE OPPORTUNITY]
No snack brand has infiltrated this entertainment
[BRAND]
[TARGET]
Killer, edgy and rebellious spirit
#1 Organic Bread with sustained success over the past decade
Consumers who immerse themselves in podcasts, shows, and movies
True crime theme fitting naturally into their everyday routines
[STRATEGY]
DKB already killed the bread game.
Snacks, we're coming after you next.
[DELIVERABLES]
SOCIAL ACTIVATION TO TEASE CAMPAIGN
OOH
SOCIAL POSTS LIVING ON INSTAGRAM
HULU AND PEACOCK PAUSE ADS
TOE TAGS TO GUIDE PEOPLE FROM THE BREAD AISLE TO THE SNACK AISLE
