The CMI Content Marketing Awards celebrate visionary work that elevates content marketing to a business-defining strategy. The industry's longest-running recognition program, the Awards represent the highest achievement in content and marketing.
The Anti-Challenge That Clicked With ConsumersThe Anti-Challenge That Clicked With Consumers
Best B2C Branded Content Campaign
July 15, 2025
Category: Best B2C Branded Content Campaign
Project Name: The Anti-Challenge That Clicked With Consumers
Company: Maxwell
Dave’s Killer Bread (DKB), the leading organic bread brand in the United States, partnered with Maxwell to launch a bold campaign that cut through the noise of January’s health-focused resolutions. Instead of promoting restrictive challenges, Maxwell embraced DKB’s “fresh start” mindset, encouraging consumers to celebrate their existing greatness. The “Woke Up Epic: 30-Day Anti-Challenge” offered a refreshing alternative to intense regimens, inviting participants to “soft launch” the year with daily text prompts that emphasized self-kindness and attainable micro-goals. These prompts included lighthearted activities like watching animal videos or taking real lunch breaks, fostering a sense of joy and relatability.
Maxwell’s strategy centered on SMS as a personal and authentic communication channel, supported by paid and organic social media, influencer partnerships, and e-newsletters. Participants were further engaged with the chance to win themed prizes, such as a bread-scented candle and cozy robe. DKB also tied in its products with simple, no-stress breakfast ideas, seamlessly integrating the brand into the campaign’s message of ease and positivity.
The results were remarkable. Tens of thousands signed up for the daily texts, and the campaign exceeded its goals for impressions, click-throughs, and engagement. Consumers didn’t just participate — they shared their experiences, from car karaoke confessions to spontaneous adventures, creating a deeply relatable and shareable brand moment.
Why they're award winning:
Innovative approach: Positioned as an “anti-challenge,” the campaign stood out by rejecting restrictive norms and embracing self-kindness
Authentic engagement: Leveraged SMS to create a personal, community-focused connection with consumers
Integrated strategy: Combined social media, influencer content, and e-newsletters to amplify reach
Relatable content: Delivered humor, kindness, and attainable goals that resonated deeply with the audience