Dave’s Killer Bread - POV Research & Sampling Tour
art direction | experiential marketing | strategy & ideation | graphic design
Context
Dave’s Killer Bread sought to evolve beyond traditional product sampling to create a meaningful, brand-aligned experience that reinforced its core belief: Everyone is capable of greatness. More than just promoting their organic, non-GMO bread, they wanted an activation that would bring Second Chance Employment to life, increasing awareness and inspiring public support for fair hiring practices.
The challenge was to design a highly engaging, educational, and interactive sampling experience that seamlessly blended product trial with social impact storytelling.
Action
I led the strategic and creative direction of the activation, ensuring every design element and engagement point deepened brand storytelling:
Designed an immersive brand experience—a hybrid of a food truck, outdoor café, and interactive pop-up.
Wove Second Chance Employment messaging into key brand touchpoints, including napkins, menus, table tents, and signage.
Created an engagement loop where visitors:
Received a menu and sample of avocado toast.
Engaged with Brand Ambassadors (all with personal Second Chance stories) for real human connection.
Pledged their support via custom-designed pledge cards, which were displayed on a pledge wall to visually amplify the movement.
Integrated live consumer research, gathering direct visitor insights on brand perception and social impact messaging.
Result
The activation successfully blended brand awareness, consumer engagement, and advocacy:
10,000+ product samples distributed, significantly expanding brand reach.
700+ pledge cards collected, demonstrating real audience participation.
High-impact brand storytelling, praised by the client for seamlessly integrating product trial with purpose-driven messaging.
Consumer research conducted onsite, providing actionable insights into audience sentiment and brand impact.
