CW: Allie Tracy | AD: Allie Tracy

DAVE’S HOT CHICKEN: WE ARE NOT ADDING PROTEIN.

Strategy: Dave’s Hot Chicken wants to separate itself from the competition, but stay relevant in today’s 24-hour cycle.

Idea: Dave’s Hot Chicken sees the trend of adding protein to everything and is participating by not participating.

Proposition: You don’t want a lifeless drink with protein, you want Dave’s Hot Chicken.