Case Study: Dave’s Killer Bread achieves New Year engagement with Maxwell

Dave’s Killer Bread launches a 30-day anti-challenge campaign with Maxwell

The customer, Dave’s Killer Bread, the leading organic bread brand in the U.S., faced the challenge of standing out during the highly competitive New Year's health period. Their goal was to attract new customers and engage existing ones amidst the noise of extreme resolution messaging. Vendor Maxwell developed an integrated campaign to address this.

Maxwell implemented a contrarian "anti-challenge" campaign that used social content, influencers, and a new SMS channel to promote a softer, more relatable approach to New Year's goals. This solution successfully deepened consumer connections and dominated the seasonal conversation. The campaign earned significant industry recognition, winning the CMA’s 2025 Best B2C Branded Content Campaign and Best Content Marketing Project of the Year.

Dave’s Killer Bread