Dayum this is my jam campaign
Dayum This Is My Jam is a small-batch crafter of jams, pickles, and salsas that is 100% queer owned and operated. Their clients have been jamming out online and at vendor markets since 2015.
Objective
Attract new customers by engaging with the Richmond community.
Problem
People love community-driven businesses, but don't buy jam that often.
Target
Richmond
Millennials
Insight
Music, from any era,
resonates with Richmond Millennials.
Strategy
Show Richmond Millennials that Dayum This Is My Jam embodies Richmond's love for music
New Brand Guidelines
New Packaging
Scan to Jam
The QR code on each jar takes the customer to this playlist is jam-packed with the cult classic hits referenced on each jar
Business/Punch CArds
These business cards double as punch cards and decorate themselves as they get punched.
Customers can buy six jams and get one free, or visit the website to order jam for themselves or a friend.
Landing Page that showcases the product first and foremost and the story later on.
About Us Page that showcases the story and the whole team.
Blog page for personal anecdotes and updates on events, and partnerships.
Landing Page that showcases the product first and foremost and the story later on.
Website Re-design
A stellar website is a must when it comes to small businesses. By adding color, rearranging a few pages, and adding a blog, the Dayum This Is My Jam website has been elevated.
Download the full deck for this project to see the proof behind the changes we made.
Experiential
Every other month, Dayum This Is My Jam will hold a themed event at Lakeside Farmers Market, a location they partner with frequently.
The events will be themed based on the songs, bands, or artists on each jar. They would host costume contests with prizes to increase traction on Instagram before, during, and after the event.
This project focuses on Queen and Freddie Mercury.
Social Advertising
Before Event: Experiential Announcement Post
Before Event: Queen Night Announcement Post
During Event: Costume Contest Instructions & Submission Reposts
After Event: Post Contest Winners and Thank Participants
Event Merchandise
Gift Cards
Dayum Jam Album Shirts
Co-Strategist/Art Director: Sarah Stork
Copywriter/Logo Designer: Bailey Traylor
Co-Strategist/Merch: Warren Wheat
Co-Strategist: Greg Barengolts
Co-Strategist: Victoria Osborne