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Dixie® Asks America, “What Can We Take Off your Plate”?

To ease the stress in people’s lives, Arc and Dixie created an eight-week contest campaign.

Old household projects and repairs that need to get done, new ways to manage working from home and keeping the kids engaged. COVID-19 shined a light on a lot of people’s needs as increased levels of stress and frustration crept into our daily lives.

Dixie® took notice, and decided to do something about it.

The beloved paper products brand realized that, with more people spending time at home these days, dishes were piling up—and Americans were turning to social media to air their grievances. Social listening revealed a 27% increase in dishwashing complaints.

With the help of Arc, Dixie® launched an eight-week giveaway contest, running May 12-July 6, 2020, vowing to distribute 500 prizes each week to take something off people’s full plates and lend a helping hand.

During the contest period, the giveaways include eight prizes worth up to $10,000; 300 prizes worth up to $500; and 4,000 prizes of $15 worth of Dixie® products.

Participation was easy. All people had to do was visit DixieOffMyPlate.com to upload a photo or video giving a glimpse into their current realities, along with a description of what Dixie® could do to help. People could also submit content on Instagram using the hashtags #offmyplate and #dixiecontest and tagging @Dixie. Contest entries were judged based on creativity, quality and originality.

“For more than a century, the brand has been dedicated to helping others and addressing real human needs,” said Teresa Bossong, Dixie® Brand Leader. “We want to provide much needed support to address everyday hassles and stressors people are experiencing in this new reality.”

Stepping in to help during an unprecedented time was nothing new for Dixie®—the very first Dixie® cup was invented to help fight the cholera epidemic. Dixie® products have always been about making life better for people. A tradition creatively carried on with “A Lot On Your Plate.”

CREDITS

Creative:
John Florek: VP, Creative Director
Zach Basten: Sr. Art Director
Tim Donakowski: ACD, Copywriter
Jason Pickar (Digitas): ACD
Brooke Chai: Jr. Copywriter
Rhea Rannie: Jr. Art Director
Roberto Blanco: Creative Director

Production:
Scott Fry: SVP, Group Executive Producer
Jodi Katz: Sr. Producer
Dana Willis: Talent Manager
Kelly Gibson: Sr. Business Manager
Stephanie Samalis: Producer

Strategy:
Brenda Martinez: Strategy Director

Account/PM:
David Brot: EVP, Account Director
Diana Saenz: Account Director
Brad Sharp: Senior Account Executive
Shem Krey: Account Executive
Kelli Hurley: Project Manager

MSL:
Lynsey Elve: SVP, Account Director
Jolyn Koehl: VP, Account Director
Colleen Baker: Account Supervisoor
Katie Dorr: Sr. Account Executive
Madeline Lupori: Account Executive

July 1, 2020