Dave’s Hot Chicken launches its first national ad campaign

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From its parking lot origins in East Hollywood to its current status of america Fastest growing restaurantDave’s Hot Chicken has come a long way way over the past five years. This trip includes a recent investment from Drake and now the a restaurant chain’s first foray into national advertising. Today, Dave’s launches a new creation campaign, titled “Don’t Die Before You Try It,” which taps into the FOMO hot chicken that has propelled the company’s meteoric rise.

Created in collaboration with creative agency Party Land, “Don’t Die Before You Try It” is a evocative, forward-thinking, shareable campaign with an incredible, darkly comedic premise that aims to get people to sit up and pay attention – or laugh and feel slightly guilty about it. The a surprising slogan and call to action introduces Dave’s to a national audience in an entertaining way way that’s true to the brand’s ethos – one that takes risks and doesn’t play it safe.

The campaign kicks off with two: 30 TV spots in which Dave’s fans sadly tell the story of the untimely fate of their loved ones through strange occurrences, like a sunroof crash and time travel snafu, and lament that they will never have the opportunity to try Dave’s.

In one place, a young man solemnly describes the peculiar demise of his friend Sam: “No one loved hot chicken more than my friend Sam. And this juicy, hot, spicy Dave’s Hot Chicken made to order would have been his favorite of all the times, if it hadn’t been for his other passion: driving with his head. through the sunroof.

Elsewhere, Ryan’s desperate sister shares a tearful story: “My brother Ryan loved hot chicken, and he would have loved Dave’s. If it weren’t for his other passion: time travel. The spots end with a soberly funny plea: don’t fool yourself and don’t die before you eat Dave’s.

“There is a reality of FOMO that is deeply embedded in the Dave’s brand. People want to try it from what they’ve read or heard about it from their friends, and when they do, the word spreads further,” says Matt Rogers, Creative Director, Party Land. “We wanted to take that FOMO feeling and blow it out of the water. At Dave, they have a habit of breaking the rules, so we got a lot of permission from them to go big. ‘Don’t Die Before You Try It’ felt like the ultimate realization of where the brand began.”

The campaign coincides with the company’s triple growth in digital sales and hundreds of developing franchise locations across the country, as well as social media promotion in Drake’s honor, which owns a significant stake in Dave’s Hot Chicken.

For his 36th birthday, Drake is giving everyone a free Dave’s Hot Chicken Slider or Tender, on him. The giveaway is available at all Dave’s Hot Chicken locations nationwide on October 24, 2022, from 11:00 a.m. to 9:00 p.m. local time. To get in on the action, guests simply need to hit the nearest Dave’s Hot Chicken and show proof they’re following @daveshotchicken on instagram Where ICT Tac. In return, they’ll receive a spicy slider to order or an offer of their heat level preference. This celebration is only available to customers visiting the restaurant in person and is not available online or through third-party delivery services.

“Dave’s Hot Chicken will blow your mind! Every Tender is hot, juicy and spicy,” says Bill Phelps, CEO of Dave’s Hot Chicken. “Our guests around the world have shown the same level of enthusiasm for this company that the founders had five years ago when they operated a small pop-up in Hollywood. Now, to celebrate Drake’s birthday and our first national ad campaign, our most famous investor wanted to give something back by letting fans try Dave’s Hot Chicken.

Dave’s Hot Chicken specializes in hot chicken tenders and sliders, as well as sides of homemade kale salad, creamy mac and cheese, and crispy fries. Offered in seven spice levels ranging from No Spice to Reaper (which requires a signed waiver for those who dare), each piece of hand-breaded chicken is spiced to order, using a spice blend specially designed for its heat level or without spices. The brand started a few years ago as a parking lot pop-up and has drawn lines around the block, earning rave reviews from its fanatical Instagram fans.

The news and information presented in this release has not been corroborated by WTWH Media LLC.

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