Dare Foods U.S. Brand Expansion

Role: Strategy, Creative Direction, Concepts Copywriting, Radio Production, Recipe Development

Challenge
The goal for The Idea Agency (formerly smith&jones) was to introduce and grow the Canadian-based Dare Foods portfolio in the crowded U.S. market. We needed to move products off the shelves quickly by establishing brand recognition and compelling shoppers to choose Dare at the point of sale.

Solution
We developed a comprehensive, 360° campaign that reached consumers at every touchpoint—from national magazines and outdoor boards to packaging and in-store displays. I led the creative strategy and co-produced the broadcast assets, including radio spots for Maple Crème and Simple Pleasures. To build a direct relationship with consumers, I also spearheaded the recipe development and content for the 15mintestofame.com microsite, turning a simple cracker brand into a culinary resource for home cooks.

Impact
The campaign resulted in an immediate sales surge, with sales for Maple Crème cookies and Simple Pleasures Lemon Thins nearly doubling. Under our creative direction, Dare became the fastest-growing cracker brand in the U.S., and Breton secured the #2 spot in the specialty cracker category. Additionally, the recipe club grew by 35%, and the work earned several industry awards for its measurable effectiveness and creative execution.