Dave’s Killer Bread has a killer origin story. After spending 15-years in prison, its namesake Dave Dahl reinvented himself by learning how to bake. To bring this rich brand story to life and create an authentic connection to consumers, we created Club Fed - a pop-up sandwich shop in the heart of Toronto’s bougiest neighbourhood that didn’t just serve meals, but second chances.

 Staffed entirely by ex-cons and with a menu created by the infamous Marc Thuet of ‘Conviction Kitchen’, this two week restaurant and Uber Eats experience was visited by thousands and shared by millions online. With over 40 million earned impressions alone, including coverage on Canada’s national news, Club Feb has started a dialogue about rehabilitation in our prison systems rarely talked about. And with half of all proceeds going back to local charities The Bridge and Sketch, breaking bread at Club Fed has helped to feed more than bellies. It’s fed someone else’s potential.

 To date, this project has been awarded at the Atomics, Shopper Innovation & Activation and the Canadian Marketing Awards, where it won two statues, including Gold for Best Consumer Experience.