The weeks surrounding the 4th of July are Dixie's biggest selling period. So they came to us with a simple ask: a static post about family values, America and plates. And maybe also something about meat, beer, and those weird fruit arrangements made to look like American flags.
We took it in a slightly different direction.
We made a video about salads, the men who love them, and the shame they're made to feel for it. We took a stand against Salad Shaming. Which is that thing when people make fun of dudes for eating salads. Instead of more "manly" things. Like meat.
Is this a real social problem? Absolutely not.
But it is a truth about the way many men treat each other. So we used it as an opportunity to buck tired advertising conventions and, ultimately, champion Dixie’s brand purpose: helping people enjoy meals together.