Dave’s Killer MOms.
My team and I chose a purpose driven brand, researched the company, found the key insights, and then produced a creative strategy for the brand that creates a consumer driven campaign for DKB. Our campaign is centered around who we like to call “Dave’s Killer Moms”. The hard working moms, making their kids breakfast and lunch all before school, going straight to their 9-5, coming home to make dinner for their family, and then doing it all again the next day. The moms who put in the work everyday, but make it look effortless. These moms are deserving of a reliable and consistent brand to turn to, and that’s what DKB is.
Insight: Be a killer mom, go back to the basics.
Our campaign: Dave’s Killer Bread currently targets health conscious consumers who care about high quality bread. After researching the company, we found that a new target audience for this company should be family’s, but more specifically the moms of these families. We want DKB to be the reliable, consistent, and easy option that moms look for everyday during their busy schedule. We aim to be the thing that busy moms don’t have to question, but know will provide their family with healthy and delicious nutrients at any time of day.
tagline: When life gets busy, stick with what you know.
My team and I did a lot of collaboration to create this campaign. Personally, I helped provide both primary and secondary research on who Dave’s Killer Bread is and who they are targeting currently. I also helped research the competition that DKB faces, and who their top competitors were. Additionally, I served as the account manager for our team and communicated with our team often to make sure we were always on the same page. I turned in all of our work and made sure we made each deadline given to us. Lastly, I helped collaborate with my teammates on the look of our presentation and how we wanted to present our information.