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 Head of Culinary, as well as interviews with current and lapsed DIG customers, we uncovered a key insight that mid-week dinners were not getting much respect (e.g., “girl dinner”.) So we needed a platform that challenged people to make mid-week dinner a worthy punctuation to their day.
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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 expertise, 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 the winning platform, “Dinner Deserves Dinner,” and developed an experience 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 experience 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 final Brewprint with the DIG team who was over the moon with the result. We were retained to execute elements of the campaign and oversee the execution of other elements.
