Dixie® Creative Refresh Strengthens Consumer Connection

June 12, 2023

Atlanta - In 2020, Dixie® launched its "Make It Right" campaign after listening to consumer feedback and about its products and brands. Consumers enthusiastically embraced the concept and messages reinforcing Dixie's superior product performance. Building upon the campaign's positive reception, and in an effort to strengthen a connection to consumers, the Dixie® brand team has refreshed the campaign for 2023 and is launching new content across all its channels.

The 2023 creative includes a new freeze frame/slow motion technique amplifying the "fail" moment of private label plates by unsuspecting consumers, as well as a new animation of the Dixie® Petal X. The campaign will also come to life across other channels including online display, social, streaming audio, and the website.

“We are very excited about the updated campaign creative,” said Ben Curtis, brand building manager – Dixie.  “The new spots deliver improved breakthrough and brand linkage, while maintaining the existing campaign’s focus on the superior product performance of Dixie®.”   

Dixie® is the number one branded plate on the market, and consumers immediately recognize the name. However, testing results of the new campaign creative showed significant improvements to purchase intent, with the potential to strengthen consumers' association with Dixie®.

See new campaign clips below: