No matter how you slice it, bread is one of the most boring consumer categories – it’s literally a wall of beige. We knew that if we followed our competitors’ playbook and relied on grains and claims alone, we’d get lost amongst the loaves. But Dave’s Killer Bread has something the big brands didn’t: an authentic origin story that began behind bars, not in a boardroom.

Told through the lens of its previously incarcerated founder, Dave Dahl, Club Fed invited affluent foodies to not just break bread with each other but help break the silence on a rarely talked about subject. Designed as a white-collar prison-themed sandwich shop, we didn’t just serve sandwiches, but second chances. Not only did all proceeds go to charities focused on reintegration, but the entire restaurant was staffed by ex-cons.

What we did:
Pop-up, Experiential, Content, Influencer, PR, Social, Channel Strategy