Fast-casual restaurant Dig has tapped start-up agency Beers With Friends to launch a new brand campaign using the agency’s 5-day ideation “sprint” called a “beer run.” 

The campaign,  Dinner Deserves Dinner,” was born from cultural conversations about being unsatisfied by dinners like “girl dinner” and “sad dinner.” It also celebrates the small wins that make a satisfying dinner a worthy punctuation to the day, like calling your mom back. 

“Whether it’s ‘girl dinner’ or just defaulting to something easy like cereal because we’re tired, it’s clear we aren’t really respecting dinner,” stated Dana Hork, CEO at BWF. “Especially midweek dinner, which plays a critical role in the story arc of our week.”  

The campaign has launched across CTV, OOH, in-store + event activations -- along with an influencer component, including dinner packages with aprons, dinner-scented candles, a link to a curated dinner playlist on audio streaming services. 

Disrupting  existing behaviors by calling out things that are “Not Dinner” like cereal, smoothies, and baby carrots,  the campaign also introduces a new dinner menu featuring dishes developed to support the campaign.