Daves Killer Snacks
Making Daves Killer Snacks inevitable.
Overview
Dave’s Killer Bread had already built trust as the #1 organic bread brand. But as the brand expanded into snacks, adoption lagged. Most consumers didn’t know the products existed.
This was a live client engagement focused on helping Dave’s break out of the bread aisle and establish itself in the highly competitive snack category, where brands win or lose in seconds.
Challenge
Dave’s had the trust to win in bread, but hadn’t yet earned its place in snacks.
Insight
Snacking happens in the background of culture. If Dave’s doesn’t show up in that moment, it doesn’t enter the decision.
Idea
Dave’s Killed Bread.
Snacks Are Next.
To win in snacks, Dave’s had to show up where attention already exists.
The snack aisle is fast, crowded, and driven by impulse decisions. If Dave’s wasn’t immediately recognizable to our audience, it wouldn’t be chosen.
Instead of competing at the shelf, we focused on the moments before it.
Aligning with high-attention environments like true crime and streaming, we positioned Dave’s Killer Snack Bites to show up before the decision was made.
The Opportunity
Where brand truth meets cultural behavior.
Dave’s has always stood for a bold, rebellious spirit backed by real product integrity.
At the same time, our audience is constantly immersed in content, from podcasts to streaming.
The opportunity was to connect the brand’s voice with the environments our audience already lives in.
This led us to appear both before and within crime-related media environments that our audience already engages with.
Showing up before the snack aisle
Showing up inside the moment,
not around it
Attention doesn’t disappear when content pauses, it peaks.
With our audience 13% more likely to watch on Hulu and 31% more likely to engage with crime and thriller content, pause moments become one of the most valuable entry points.
Dave’s shows up there, inside the experience, not outside it.
Campaign Launch Film
We launched the campaign with a cinematic, true crime-inspired film designed to mirror the content our audience already engages with.
I helped shape the strategic direction behind the piece and stepped into the lead role to bring the idea to life.
Attention doesn’t stop at the screen
True crime doesn’t just live on screen, it lives in headphones.
Our audience is 58% more likely to be true crime podcast listeners, making audio a natural extension of the campaign.
Dave’s becomes part of the stories they choose to engage with.
Turning the bread aisle into the gateway
Dave’s already owns the bread aisle, a space driven by routine week over week.
By placing promotional toe tags directly on the product, we turn that moment into a trigger, moving consumers from the bread aisle into the snack aisle.
Additional Creative Extensions
Socials
OOH
Where Strategy Drives Brand Growth
Drives Discovery
Moves consumers from the bread aisle to the snack aisle
Leverages routine purchase behavior to introduce new products
Increases visibility at the moment of decision
Captures Attention in Context
Shows up in streaming and podcast environments
Integrates into content rather than interrupting it
Builds relevance through cultural alignment
Builds a Connected System
Extends across video, audio, and retail
Creates multiple entry points into the brand
Translates one idea into a cohesive campaign
From attention to action, by meeting consumers where attention already exists, Dave’s doesn’t just enter the snack aisle, it earns its place in it