We set our sites on younger working women. Unlike an earlier generation of bakers, these women see ingredients as everything and are willing to pay extra for better.
Our "Made for Homemade" campaign began with a TV and online spot that tapped into that modern baker mindset.
Print advertising in food and lifestyle magazines drove readers to the site for more recipes.
We struck a partnership with the DIY-focused Cooking Channel and their celebrity chef — and millennial fave — Kelsey Nixon. Combining her down-to-earth expertise and implied endorsement into a comprehensive paid effort, our plan included a 360 integration with the channel across TV, print, digital, social and search.
In a series of fifteen-second videos, inspired by social media’s viral step-by-step recipe clips, Kelsey prepared original dishes to inspire our women to use Diamond.
By bringing together a well-liked, modern home cook with an intensely focused media plan, we were able to bring Diamond Nuts an 87 million impressions and cause brand results to pop dramatically: 49% increase in unaided awareness, 59% increase in ad awarenesss, 89% increase in message association and 23% increase in purchase intent.
Kettle wins Campaign of the Year
For the second year in a row, DC brought home top honors at the sfBIG awards. Last year, it was our anti-vaping work on behalf of CTCP. This year, it was, in part, our pro-marijuana work on Kettle chips. Big thanks to sfBIG for the kind acknowledgement.
New person, new practice
DC is thrilled to announce the arrival of not only a true talent, but an important new agency offering. Today, we welcome MJ Deery as the first director of our social purpose practice.
Campaign of the Year for “Wake Up”
DC’s campaign for the California Tobacco Control Program took home the top BIG Star prize over a stellar field.
DC dishes up So Delicious
DC launched a brand new campaign for brand new client, So Delicious. The inaugural work emphasizes taste to challenge the misperception that choosing non-dairy somehow equals non-delectable.
