The Decade Dash: Turning a 10th Anniversary Into a Record Sales Day

Inside the strategy behind Oak & Stone's record-setting 10th anniversary event.

📍 Florida & Texas  |  Meta Awareness Campaign + Multi-Location Guest Challenge  |  July – August 2026

How Far Would You Go for Free Pizza?

When it came time to celebrate 10 years in business, Oak & Stone didn’t just throw a party – they threw down a challenge. The 10th Anniversary Decade Dash invited guests to hit as many of the brand's nine locations as they could in a single day, unlocking bigger rewards the further they went, up to a full year of free pizza.

The idea grew out of a recent rebrand with partner PUSH. The regional restaurant chain was seeing real traction with 20-somethings in Downtown St. Pete and with retirement communities along Florida's west coast, two audiences that don't usually show up on the same target list. 

What they shared wasn't a demographic – it was a personality. Oak & Stone's guest is the Social Leader: the party starter, plan maker, and group gatherer who never met an ordinary Tuesday they couldn't turn into an occasion. The Decade Dash was equal parts anniversary celebration and a test of that idea: would the Social Leader actually show up and act like one?

Original

Rebrand

Reaching the Social Leader

To build awareness ahead of the event, we ran a Meta campaign in the weeks leading up to the Dash. The goal was simple: put the challenge in front of the kind of person who'd actually take it on.

The campaign performed so well it hit its goals two days ahead of schedule and ended early, all while landing under budget. The top-performing creative was a carousel ad, and rather than a single flat announcement, it laid the whole event out front to back: bold event branding up top, a clear five-step breakdown of how to pre-register and participate, and the full reward ladder from a free t-shirt all the way up to a year of pizza. It read more like an itinerary than an ad, which is exactly what gets a Social Leader to stop scrolling and start planning a route.

Meta Metric	Result
Reach	576k+
Spend	$3,418 of a $4,000 budget
Post engagements	55.7k+
ThruPlays (video watched 15s+)	~4.5k
Best single day	~102k reach for just $240 spent

The Social Leader Shows Up

Over 800 people pre-registered, and about 400 actually laced up for the Dash itself. Of those, roughly 400 hit the 3-location tier, 275 pushed on to 6, and 240 went the distance for all 8. That’s 210–225 driving miles total!

St. Pete → Bradenton → UTC → Clark Rd → Wellen Park → Cape Coral → Estero → Naples

Numbers alone don't capture how people did it, though. A guest at the Estero location rented a party bus for the crew. Someone flew in from Texas just to run the Florida leg. A group came down from The Villages to join in, with their hometown Oak & Stone not set to open until October 6. A guest at Cape Coral made new friends mid-Dash and is already planning a follow-up lunch (at Oak & Stone, of course). Moments like these were the Social Leader instinct playing out in public.

Store sales told the same story. Sales across all locations jumped 20.5% over the average Saturday from the prior month. University Town Center (UTC) in Sarasota posted the single biggest swing, up 38.7% year over year, and Bradenton led every location in total sales. 

Oak & Stone Metric	Result
Pre-registrations	800+ (~400 participated, 240 completed all 8 stops)
Avg. daily sign-ups, full promo period	106/day, up from 99/day the prior timeframe
Sales lift, event day (all locations)	+20.5% vs. average of prior 4 Saturdays
Best sales lift by location (UTC)	+38.7% year over year
Highest total sales by location	Bradenton

From the Finish Line

“The Decade Dash was our first real test of the Social Leader, and they showed up in every sense. We didn't set out to just drive traffic for one day. We wanted to create a story guests would tell, give our teams a reason to build real relationships with loyal guests, and turn every reward redemption into a chance to connect. The Decade Dash was proof that when you design around what's meaningful to your guest, the results take care of themselves.”

– Stacy Erickson, Marketing Brand Manager, Oak & Stone and Melissa Elders, Vice President of Marketing, Artistry Restaurants