Rooted in the back story of a recipe baked in prison, Club Fed invites affluent foodies to break bread while breaking the silence on a difficult topic, with proceeds going to charities focused on reintegration.
Credits
VP, Executive Creative Director: Jess Willis
Associate Creative Director, Art Director: Sara Vinten
Designer: Jazmin Lihou
Copywriter: Gillian Newing
PR / Influencers: Erin Del Giudice, Allison Johnson
Senior Strategist: Lavana Pauk
Director of Insights / Measurement: Jara Ulbrych
Project Manager: Jess Disipio
Fabrication: 4xm
Editor: Andrew Hamilton
Film Production: Roaming Focus
Senior Account Director: Chris Desjardins
Account Managers: Brian Scarcello, Melissa Moroney
Head Of Marketing, Weston Foods: Nicole Pekerman
Brand Manager, Weston Foods: Rachel Leung
Social Media, PR & Digital Marketing Manager, Weston Foods: Christine Worrall
Client: Weston Foods Canada
To combat a category in decline, limited brand awareness and a higher price point compared to established competitors, Dave’s Killer Bread required a bold approach. Rooted in the back story of a recipe baked in prison, the concept leverages the authentic origin story of the brand’s founder to differentiate from competitors and create a one-of-a-kind restaurant experience. Designed as a white-collar prison themed sandwich shop and staffed by ex-cons, Club Fed invites affluent foodies to break bread while breaking the silence on a difficult topic, with proceeds going to charities focused on reintegration. The pop-up restaurant received national news coverage which propelled both the brand and the underlying message, generating proceeds to fund a year of reintegration support services for ex-cons and resulting in the highest lift in sales in the brand’s history.
Judge's Pick
— Alex Beim, Founder, Lead Artist at Tangible
