Taste of the wild
Dash in AD CAMPAIGN
strategy & CREATIVE direction
In January 2021, Dash In released the Wild Caught Cod Po’ Boy sandwich and Fish & Chips Meal. Both items featured fresh Wild Caught Alaskan Cod - a very different food option to their customers. By focusing on the experience of being “in the wild”, we developed a campaign that showcased not only the food - but the adventure it brings.
CHANNELS: Instagram and Facebook
Challenge.
Dash In is consistently fighting against the perception of convenience store food. Adding fish to that equation makes this challenge even more complex. We needed to find a way to show customers that this food was high-quality, fresh, and delicious.
Solution.
Taking the food out of the convenience store setting was key to the success of this campaign. Our campaign relied on communicating the freshness of the product by using photography shot on-location in the wilderness. Having the product in this setting communicated quality, freshness, and adventure. In addition, we developed creative to support a Sweepstakes Giveaway that would take the winners on their own adventure in the wild.
Result.
Creative was published over the course of 2 months on Dash In’s Facebook and Instagram. This lifestyle photography broke up the high quantity of photoshopped and vector based imagery on their feeds driving user engagement. The campaign was a success, generating nearly half a million impressions and over 3.7K leads to the sweepstakes content.
PROJECT TEAM
CREATIVE DIRECTOR & PRODUCER: Victor Santos
PHOTOGRAPHER: Pamela Dimachkieh
SOCIAL MEDIA SPECIALIST: Justin Smith
Produced while employed as Creative Director at Social Driver.