Putting Paper Plates to the Ultimate Test
To raise awareness of Dixie Ultra®’s new and improved plates and bowls, we developed a campaign that highlighted all the ways they performed better than other disposable plates on the market.
The Strategy
Mealtimes can be stressful, and moms face an ever expanding list of distractions and stressors that prevent them and their families from being present, together during those moments each day.
Disposable plates take one worry off the table, cleanup, and Dixie’s improved line of Ultra® plates help moms and their families be more present with one another by freeing them from any concern that their disposable plates might fail when used for heavier, messier meals typically reserved for more permanent tableware.
By demonstrating, in a highly dramatized manner, how well Dixie Ultra® plates performed in a variety of circumstances, we could persuade moms to use them in instances when they'd normally use other tableware, giving them a way to be a little less distracted and a little more present when eating with their family.
The Execution
Campaign Website
The High Steaks Test - Featured in Video Ads (Click Through to View)
The Rodeo Test - Featured in Digital, Print, Social & Video Ads (Click Through to View)
The Rodeo Test - Print Ad
The Lava Test - Featured in Digital, Print, and Social Ads
The Lava Test - Print Ad
The Bowling Ball Test - Featured in Digital, Social, and Video Ads (Click Through to View)
The Double Boil Test - Feature in Digital and Social Ads
Raising the BBQ - Experiential Event (Click Through to View)