Dave’s Hot Chicken, a Nashville Hot Chicken restaurant, has experienced explosive growth since it launched 3 years ago. A 2022 AdAge Hottest Brand, they’re the darling of the fast-casual world. But aside from Los Angeles, where customers will wait 3-hours in lines just to get the stuff, they are relatively unknown.

The brand hired us to help drive national awareness, greenlighting a campaign rooted in the zealotry of their fans and the FOMO it creates in those who haven’t tried it yet. “Don’t Die Before You Try It” is intentionally dark. A call to action that no other brand would say, but Dave’s history of writing their own rules gave us permission to break convention and communicate with their largely male Gen Z audience in a way that no other restaurant brand has. It's proven a huge success with exceptional testing results exceeding category and restaurant norms by 122% and helping increase sales by up to 15% in media markets.

We also helped Dave’s Hot Chicken partner with Drake on the day of launch by giving away free tenders to EVERYONE to make sure they get to try it before it’s…. too late. This led to over 400 million earned impressions for the brand in one day and online store reviews doubling for the day of the event with a 15% increase continuing over the following weeks.