LIVE CLIENT
SPRINT WINNER

What if being loved for one thing made it harder to sell another?

We all know and love Dave’s Killer Bread. It’s the #1 organic bread in the country and the #2 bread, period. Did you know they also make snacks? Don’t worry, neither did I!

PROBLEM
In 2023 Dave entered a new category but no one seemed to notice.
Their new snack line includes snack bars, breakfast bars, snack bites, and protein bars — but they are not getting the attention they deserve. Meanwhile, their breads have a stan-level fanbase, the BreadHeads.
INDUSTRY
The snack aisle can be overwhelming as a consumer...

For brands, it's the most crowded and innovative aisle in the grocery store. New competition and flavor trends pop up every time you turn around. 

In addition, they gave some other areas to consider:

Find new customer needs
Explore new snacking rituals
Establish their credibility in the snack aisle
Tap into subcultures or trends
Maintain Dave's reputation for being a disruptor brand
Small task right?😵‍💫
OBJECTIVE
How do we break Dave out of the bread aisle and get noticed in an aisle with a sea of options?
TRENDING
Lucky for Dave, everyone is talking about fiber right now.

From TikTok to CNBC, everyone is talking about fiber — but why??

Turns out Americans are really
lacking in fiber intake.
More than
95%
of Americans don't get
enough fiber in their diets.
They're only getting
50%
of the daily recommended
amount of fiber.
Which lead to this really profound realization...
INSIGHT

America is full of shit!

(Sorry mom, there's no better way to put it)

THE STAKES

But on a serious note:

Fiber is wayyyyy more important than most people realize.

Colorectal cancer rates are increasing

Colorectal cancer is now the third leading cause of cancer death in the U.S.

  • In 2025 over 154,000 new cases were diagnosed.
  • One in five people diagnosed with CRC are now under the age of 55.

Low fiber is the main cause of CRC

You do the math!

  • High-fat, low-fiber diets are the main contributor to CRC.
  • Making good dietary choices drastically decrease risk.

But wait, there's more! 

Fiber has many other health benefits like:

  • Maintaining healthy blood sugar and cholesterol levels.
  • Lowering risk of obesity, heart disease and diabetes.
MIC DROP
This isn't some trendy wellness issue.
This is a national nutritional failure.
OPPORTUNITY
No snack brand has created a culture around fiber! 
But how can they when...

Less than

5%

of snacks contain an
adequate amount of fiber.

COMPETITORS
What about the brands that do have fiber?

When talking about fiber, they only mention things like:

Weight Loss
Cholesterol
Heart Health
They're too scared to talk about the daily benefit of fiber.

(The 1-3x daily benefit of fiber 💩)

STRATEGY
Humanize the most ignored nutrient.
Let's talk about fiber intake the way people do IRL.
CAMPAIGN

We Give  A Crap:

Let's build a culture around what keeps us moving.

Forget the bread aisle, let's break Dave out of the grocery store altogether.

More Americans are driving this summer.

Driving > Flying
71% of Americans say they plan to drive for the next vacation.
2026 World Cup
Fans will be driving up and down the coasts for matches.
Leading to our rest stop takeovers.

These will sit along Interstate 5 and 95 on each coast — the main routes for the World Cup matches.

PHASE TWO
Let's bring this experience to the people.

We'll drop some bathroom "plop ups" in key markets. Determined by MRI Simmons, of course! 

New York City
Boston
San Francisco
Los Angeles
Washington, DC

Throne portable bathrooms allow people to access by scanning a QR code. This would give Dave's Killer Bread the ability to message and target users later.

What's Next?

Did you know that the U.S. has one of the lowest public-toilet-to-human ratios in the developed world?

Natural extension of DKB Foundation
DKB Foundation can bring awareness and toilet installations to low-access communities across America through the DKBF "Public Toilet Project."
More than a stunt
Bathroom Plop-Ups become a long-term tactic that keeps Dave present in communities nationwide.
CIRCLING BACK
Remember those areas to consider? 
Well, we checked them all off! 
Consumer Needs
Millennials need a fiber-filled snack. Dave’s delivers it.
New Snacking Rituals
Eat Dave’s when you’re feeling backed up.
Establish Credibility
This campaign positions Dave's as THE fiber snack.
Subcultures or Trends
Fibermaxxing is rising. Dave's leads the conversation.
Disruptor Brand
Maintains Dave’s as a disruptor brand by saying what other food brands won’t about fiber and digestion.
THE TEAM

Below are the talented people who helped bring this project to life.

Izzy Pinson
Art Director
Chloe O'Hallaron
Art Director
Sophie Reinhardt
Brand Manager
Marissa Price
Copywriter
Sam Khan
Copywriter