Dave’s Hot Chicken: Don’t Die

Conventional wisdom says you can’t reference death in a food campaign.

But, when you have a brand like Dave’s Hot Chicken, that routinely has long lines of people out the door, it’s safe to say there’s a little bit of urgency around the brand’s food. So we leaned into that FOMO and made a campaign that, yes references death, but reminds people that life can be short and missing out on Dave’s before the inevitable happens is avoidable…unless you do idiot stuff. In which case, no Dave’s for you…and that’s so sad.