Dave's Hot Chicken Takes Wisconsin by Storm

Introduction

Dave’s Hot Chicken brought its legendary Nashville-style heat to Wisconsin just in time for Draft Week, aiming to capture the attention of young, hype-driven audiences in Milwaukee, Madison, and Green Bay. Partnering with Relish, Dave’s sought to transform its grand openings into can’t-miss local events, turning spicy tenders into social media gold and foot traffic into loyal fandom.

The Opportunity

Dave’s Hot Chicken wasn’t just looking to open new doors—it wanted to make an entrance that resonated with teens, young adults, and sports fans. By pairing bold flavors with a bold campaign, Dave’s sought to position itself as the MVP of game-day dining and late-night cravings.

The Strategy

Relish crafted a high-energy creator campaign designed to turn Draft Week into Dave’s Week:

• Activated creators in Madison, Milwaukee, and Green Bay to generate local buzz.
• Highlighted Dave’s seven spice levels, epic sides, and plant-based options to broaden appeal.
• Integrated the brand’s exclusive Draft Week enamel pin to drive urgency and collectible excitement.
• Encouraged creators to showcase local murals, vibrant interiors, and the iconic neon football player in Green Bay.
• Focused on authentic reactions and playful “rookie vs. Reaper” challenges to engage viewers while showcasing the brand’s fun, approachable tone.

The Results

Dave’s Hot Chicken’s Draft Week campaign drove measurable local impact:

• 103 creator posts capturing the sizzle of tenders, sliders, and Reaper challenges.
• 671,782 total views showcasing Dave’s hype and Draft Week energy.
• 28,106 total engagements, including likes, comments, shares, and saves.
• 4.18% engagement rate, surpassing industry benchmarks and reflecting high audience interest.

From juicy close-ups to fiery taste tests, creators made Dave’s Hot Chicken the Draft Week go-to for young, flavor-chasing fans across Wisconsin.

Why It Matters

Relish helped Dave’s Hot Chicken transform a restaurant launch into a cultural moment by leveraging creator storytelling to drive authentic discovery. The campaign not only filled feeds with craveable content but also filled locations with new customers ready to make Dave’s their game-day (and everyday) spot.

Dave’s Hot Chicken didn’t just open in Wisconsin.

They made Draft Week a spicy, social, sell-out event.

Ready to make your store the hottest in town?

Let’s talk. https://tryrelish.com/contact-us