HOW DIG CANCELLED GIRL DINNER
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WHAT THEY NEEDED
A campaign idea that would make DIG the go-to for mid-week dinner.
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WHAT WE DID
Challenge people to make mid-week dinner a worthy punctuation to the day.
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WHAT THEY GOT
A new brand campaign platform that takes a stand on dinner with over 50 tactics including scripts, mockups, headlines, and more.
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HOW WE DID IT
DAY 1: DISCOVER
Through discovery sessions with the DIG CMO and Executive Chef, as well as interviews with current and lapsed DIG customers, we identified key insights about the problem. In addition to the WFH problem, we also learned that consumers weren’t giving midweek dinners much respect (e.g., “girl dinner”).
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HOW WE DID IT
DAY 2: EXPLORE
We explored a wide range of campaign platform ideas that disrupted existing routines, flexed DIG’s scratch cooking approach, and challenged consumers to give mid-week dinner the respect it deserves. In all, we created over 30 different platform ideas and dozens of tactical thought starters for consideration.
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HOW WE DID IT
DAY 3: UNLOCK
We aligned with the DIG team on a winning platform, “Dinner Deserves Dinner,” and developed a game plan for launch that included guerrilla tactics, influencer content, and paid media assets including connected television spots.
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HOW WE DID IT
DAY 4: ACTIVATE
We developed dozens of fleshed out tactics for our activation plan across all key channels and touchpoints. We wrote scripts for CTV and OLV, mocked up OOH, wrote descriptions for stunts, partnerships, and guerilla marketing activations. We even created in-store signage and collateral.
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HOW WE DID IT
DAY 5: VALIDATE
We shared the activation plan with the DIG team who was over the moon with the result. We talked about potential ways for Beers With Friends to remain involved in the execution of the campaign and delivered all final assets.
