Daring
©Daring
Creative Director: Ellis Saint Andrea
Designer: Divyakshi Kedia
Campaign Design, Packaging,
Social,
CRM,
Brand Storytelling
A bold campaign and content system for Daring, helping plant-based chicken feel sharper, more educational, and harder to ignore.
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Challenge
Daring was competing in a plant-based category where much of the attention and market share was already being captured by larger names like Beyond. To win more space in the conversation, the brand needed to do more than show up as another meat alternative. The challenge was to educate people on what made Daring different while keeping the tone playful, direct, and true to the brand’s irreverent personality.
Approach
We built campaigns and brand touchpoints that made plant-based chicken feel less intimidating and more culturally relevant. Across social, CRM, how-to guides, packaging, seeding kits, and print, the work balanced education with attitude, helping people understand the product without making the brand feel overly earnest. The visual language leaned into bold layouts, punchy copy, and unexpected campaign moments, including the Kourtney Kardashian and Travis Barker campaign, to make Daring feel more memorable in a crowded category.
Results
The work helped Daring strengthen its position as a plant-based brand with a sharper voice and a clearer reason to choose it. By pairing product education with a more provocative creative approach, the brand could speak to both curious first-time buyers and culture-led audiences already paying attention to the category. The campaigns also earned press in Adweek, Harper’s Bazaar, and PR Newswire, extending the reach of the work beyond owned channels and helping Daring show up with more visibility and edge.
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