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Woke Up Epic
Case Study: Dave’s Killer Bread Woke Up Epic Campaign
Dominating Healthy New Year
Dave’s Killer Bread, the #1 Organic Bread Brand in the U.S., needed a killer idea to stand out in January—the noisiest, most health-obsessed time of year. To attract new customers and engage loyal fans, Maxwell delivered a fully integrated campaign with a contrarian approach.
Our “anti-challenge” countered resolution fatigue with daily doses of kindness, humor, and relatability, highlighting the brand’s nutritional benefits while celebrating what’s already awesome about people’s lives. Through a content-rich campaign spanning social and a new SMS channel, we deepened connections in a personal, authentic way.
The campaign won CMA’s 2025 Best B2C Branded Content Campaign and Best Content Marketing Project of the Year. Check out the reel!
THE INSIGHT
Oh, the pressure for perfection. Whole30 this, Dry January that, Keto over here, 75 Hard over there. It’s easy to feel overwhelmed with messages like: Make Resolutions! Restrict! And the data shows that most people give up on their resolutions by mid-January. Our insight lead to challenging the idea that extreme resolutions are actually productive. Might a softer approach be more effective?
THE SOLUTION
To be contrarian in the sea of nutrition resets, Maxwell launched a cheeky 30-day “anti-challenge” campaign that recognized everyone is already made for greatness. We kicked off the campaign with social native creative, paid and earned influencers, social content and earned media. We gave the campaign a personal touch by embracing a new platform — SMS messaging — to keep things real-time and intimate. Regular anti-challenge prompts kept consumers engaged for the whole month.
EPIC RESULTS
National New Year Fresh Start Dominance.
