DIG Cancels 'Girl Dinner' to Celebrate Satisfying Meals

DIG, a fast-casual restaurant serving seasonal, scratch-cooked comfort food, furthers its vision to reinvent American home cooking for the 21st century by launching a new brand campaign.

Created by Beers With Friends during a five-day ideation sprint called a “Beer Run,” the work is a salute to dinner headlined “Dinner deserves dinner” born from cultural conversations around 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 or actually making it into the office.

“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. Especially mid-week dinner, which plays a critical role in the story arc of our week. So the campaign is a call to arms to make dinner a worthy punctuation to the day,” noted Dana Hork, co-founder and CEO at BWF.

The campaign is launching across CTV, OOH, In-store + event activations along with an influencer component including dinner packages with apron, dinner-scented candles, a link to a curated dinner playlist on Spotify, etc.

“We wanted to make a satisfying mid-week dinner feel achievable in an authentic way. Like, just because you’re wearing pyjamas doesn’t mean you can’t eat off a plate. It’s totally doable. And you deserve it,” added BWF co-founder chief creative officer James Wood.

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