Dave’s Killer Bread was started in 2005 at the Portland Farmer’s Market, co-founded by ex-con Dave Dahl and given a second chance by his older brother Glenn. Today, Dave’s Killer Bread (DKB) is sold in the U.S. and Canada at major retailers like Kroger and Walmart, Whole Foods and Costco.
Part of what makes DKB unique is its commitment to ‘Second Chance Employment’ – the company’s practice of hiring the best candidate for each job, regardless of any past criminal background. The brand has embraced the Second Chance employment cause and finds that redemption stories are an important way to connect with their customers. Through its foundation, the company has even taken a leadership role in encouraging other companies to become Second Chance employers.
In 2017, the brand grew by 50% and attributes much of this growth to the loyalty that their focus on Second Chance employment has garnered. In this webinar, DKB’s Dan Letchinger shares how they accomplished this impressive growth by focusing their energies on sharing authentic stories on social channels.
You will learn:
- How the brand uses redemption stories to earn national media attention
- Ways to leverage native content to engage consumers and fans online
- Potential challenges in asking fans to share personal stories
- How to become a corporate influencer to champion a cause nation-wide
