We were tasked with creating a direct follow-up from the “Underdog” campaign, and we decided to create a campaign that called on people to support their local small businesses.

We even created a UGC microsite, where people could create memes using images of their local establishments. In fact, the image generator became a popular feature of the TTL campaign, with 4800 people creating their own images to share on social media.

The campaign also managed to reach 40.6 million people online and sparked a conversation about the importance of small businesses.