KraftHeinz | Bagel Bites - "Rad Dad Squad" | Brand Relaunch

BRAND STRATEGY // CREATIVE // PRODUCTION // SOCIAL // ACTIVATION // LIVE EVENT

A once beloved brand in the 1990s, Bagel Bites identified an opportunity to reconnect with its core audience who were now young Dads. D/CAL developed a simple strategy: let’s celebrate the young Dads who bring spontaneous joy to their kid’s hyper-connected, over-scheduled lives. But not just any Dads - Rad Dads. The ones who see Fatherhood as a chance to relive their childhoods, right along side their kids. And so we tapped the raddest Dad of them all, our own Tony Hawk to lead the search for the raddest Dads in America. It all kicked off just before Father’s Day, with videos, surprise and delight social media engagement, a website, all culminating into the coolest pizza party ever at Tony’s giant halfpipe.