Dave’s Mid-Loaf Crisis.
Dave’s mid-loaf crisis is more than a phase, it’s his bold leap to the snack aisle.
To mark the snack revolution, Dave got his first tattoo, and so did his logo. To embody his new bold spirit, each snack box includes temporary tattoos, so snackers can also flaunt their rebellious side with every bite.
Dave picks up a vintage van off Facebook Marketplace, and gears up for a snack crusade. Before hitting the road, he transforms it into a mobile snack haven. He rolls into Napa Valley to kick off his cross country adventure, where he transforms his newly acquired van into a pop up venue for an exclusive wine and snack pairing event.
Along his journey, Dave makes plenty of pit stops. He ties the knot in Vegas, takes a thrilling skydive, gets zen with goats, and acquires a custom snack themed grill. Dave then rolls into the Chicago Marathon, runs the race himself, and fuels fellow runners with snacks straight from his van.
Continuing his wild adventure, Dave makes a guest appearance on Kai Cenat’s stream in Atlanta, wrestles gators in Florida, decides blondes don’t have more fun, and makes a flashy entrance in the WWE.
For his finale, Dave heads to Richmond, Virginia, home of the largest tattoo festival in the U.S., where him and his van offers free flash tattoos featuring designs inspired by Dave and his expedition.
Copywriter: Eliza Friel
Art Director: Monse Munoz
Experiential Designer: PJ Chaggar
Strategists: Rhyann Clark, McCenzie Murphy
Creative Brand Manager: Tamika Alexander