Instead of a standard partnership with staged product placement, we challenged the show's designers to bring DIXIE® To Go’s brand ethos to life. By partnering them with real, relatable women in our target, we added authenticity to the challenge while highlighting the cup's time-saving features for busy women.

A digital activation took the idea a step further by turning what could have been a standard promotion into a filmed event that added reach while staying true to both the brand and the show.

A dedicated episode of Lifetime’s Project Runway paired the show’s designers with friends and family of the show’s production crew. The teams were challenged to create a new hot cup design inspired by the DIXIE® To Go brand ethos and insights from the models. A final design was chosen by DIXIE® To Go as inspiration for a limited-edition Project Runway DIXIE® To Go cup, sold nationwide.

An additional digital activation hosted by Project Runway Season 14 winner, Ashley Nell Tipton, highlighted fans who were nominated for a full VIP Project Runway fashion experience, but with a twist – hidden cameras capturing everything, including the reveal of their final head-to-toe look to their closest friends and family.

We also developed profile pieces on the Project Runway Season 16 designers focused around their busy lifestyles, highlighting both their personal and professional routines not seen in episodes of the show.

With more than 13.4 million total impressions and 1.4 million video views, the campaign was a runaway success. The true-to-life stories of real people resonated with viewers, while exposure across multiple platforms enhanced brand impact. After seeing such strong results, Ram Trucks chose to continue the campaign through 2018.