Beers With Friends Seeks to Disrupt Existing Behavior with New Campaign for DIG

Dinner Deserves Dinner

DIG, a fast-casual restaurant serving seasonal, scratch-cooked comfort food, furthers its vision to reinvent American home cooking for the 21st century by launching a new brand campaign along with a recipe from its new dinner menu.

Created by Beers With Friends during a 5-day ideation sprint called a “Beer Run,” the work is a salute to dinner headlined “Dinner deserves dinner” born from cultural conversations around being unsatisfied by dinners like “girl dinner” and “sad dinner.” It also celebrates the small wins that make a satisfying dinner a worthy punctuation to the day, like calling your mom back or actually making it into the office.

“Whether it’s ‘girl dinner’ or just defaulting to something easy like cereal because we’re tired, it’s clear we aren’t really respecting dinner. Especially mid-week dinner, which plays a critical role in the story arc of our week. So the campaign is a call to arms to make dinner a worthy punctuation to the day,” notes Dana Hork, Co-Founder & CEO at Beers With Friends.

The campaign launches this week across CTV, OOH, In-store + event activations along with an influencer component including dinner packages with apron, dinner-scented candles, a link to a curated dinner playlist on Spotify, etc.

“We wanted to make a satisfying mid-week dinner feel achievable in an authentic way. Like, just because you’re wearing pajamas doesn’t mean you can’t eat off a plate. It’s totally doable. And you deserve it,” adds Beers With Friends Co-Founder Chief Creative Officer James Wood.

Disrupting existing behaviors by calling out things that are “Not Dinner” like cereal, smoothies, and baby carrot,  the DIG campaign also introduces a new dinner menu featuring dishes developed to support the campaign.

Source: Beers With Friends

  Advertising, Beers With Friends, Campaign, DIG, Marketing