MAKING JAM YOUR HAPPIEST DISTRACTION.

Our Client:

Our client was Dayum This is My Jam.

Dayum This is My Jam is a queer and trans-owned business operated by Andy, who creates small-batches of jams, pickles, and salsas named after hit songs.

Andy started the business in 2015 with the goal to make jams and create a safe space where they and other LGBTQ+ individuals are accepted.

THE ASK:

Andy recently quit their job to pursue Dayum This is My Jam full-time. We need to increase brand awareness so they receive consistent orders rather than short boosts around holidays.

Problem:

The jam doesn't speak for itself.

Objective:

Make Dayum Jam’s products into a Starbucks Latte.

Target:

Insight:

The ordinary socialite

Everyone wants to feel like they’re living better than they are.

Strategy:

Dayum Jam is your happiest distraction.

"I'm constantly having to stay relevant and remind people to buy my jam. If I wasn't as visible...would people still buy it off shelves?" - Andy, owner

"I would presume this is a logo for a jam company, maybe they also sell music?"

"Honestly a little too much I wouldn’t know what they’re selling."

Survey respondents on current branding

"The thing is people just think of jam as something you spread on toast. End of story." - Andy, owner

In our research, we found that people don’t often think of jam. Like Andy said, it’s just a topping for toast. People are most likely to purchase it as a gift during the holidays. So now we need to position it as a treat or pick-me-up that can be enjoyed any time.

These ordinary socialites are young millennials who love making something out of nothing and feeling like they're living a more luxurious lifestyle than they are. They’re known to be great gift givers and hosts.

Meet Courtney and Ash

  • Find recipes on TikTok

  • Always have lots of DIY  projects                       “in the works”

  • Own 10+ card games and board  games

  • Cult followers of  Architectural Digest

"...younger Richmond residents are forced to cope with the rising cost of living in a city that is, unfortunately, increasingly featured on ‘Bon Appétit." - The Peedmont

According to Khoros, millennials will pay a premium for luxury and popular items.

Although millennials face the rising costs of living, struggle to find jobs, and are often look down upon, you can guarantee that they are still going to spend their money on what makes them happy.

Rather than being miserable, they will find ways to feel like they’re living a better life than they actually are.

So now it’s our job to position Dayum This is My Jam’s products as a one of the little things that they regularly spend money on when they need a pick-me-up or distraction.

Research Methodology:

We started this project by creating a survey focused on local businesses and farmers markets around the area to find favorable experiences that consumers had.

We then interviewed current Dayum This is My Jam customer’s as well as Richmond residents who shop at similar stores, to see what they did or did not like about their experiences and the products purchased.