A Lot on Your Plate

Record-setting engagement in a global pandemic.

Brand

Dixie

More than a century after the iconic Dixie Cup was invented to stop the spread of Cholera, we helped Dixie stay true to its roots, providing personalized relief to thousands of American households in the thick of the COVID-19 pandemic. This campaign ran for 8 weeks in the summer of 2020, resulting in the highest engagement to date in the 100+ year history of the Dixie brand.

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While society as a whole was grappling with the lifestyle changes brought on by COVID-19, the sudden shift to quarantine life had an impact that was truly unique from one household to the next — with people struggling to balance everything from remote learning to lawn care.

We knew this could not be a one-size-fits-all solution. So we launched with a question.

We amplified this simple question in all channels, inviting folks to answer via social or on our custom microsite.

And we even got a little help from some well-known personalities with a LOT on their plates.

In the midst of a pandemic, we didn’t know what to expect. But the responses blew us away.

For each of the 8 weeks of the campaign, our team would sort/rank the thousands of submissions that came in then and collaborate extensively with clients to determine the 500 winners that would be awarded that week.

These were some of our favorite custom solutions.

REVIEW

Zach B.

“I feel so lucky to have been part of this. It was amazing to be able to help so many people in such unique ways. We were able to get outdoor playsets for families needing some at-home fun during lockdown. We helped teachers adapt to teaching remote. We even got a sweet old lady isolated in a nursing home the best ice cream subscription around. Oh, and she even wrote a letter to the CEO to thank him.”