Dempster’s DIY Sandwich

Dempster’s bread traditionally targets moms, but based on our consumer research and insights, we identified an untapped and potentially profitable audience: millennial males. To help Dempster’s engage this new audience segment for the first time in the brand’s history, we turned for inspiration to popular entertainment programs with a strong male viewership. Building on the concept of DIY and young men making their own sandwiches, we created a bilingual digital and social campaign that parodied home renovation shows. The video directed viewers to a Dempster’s DIY microsite where they could take part in a social contest, using Twitter and Instagram, to make the ultimate sandwich. Overall, this campaign generated 32 million online impressions and over one million YouTube views.