THE CHALLENGE In 57 days, build a high-touch brand experience for Morningstar Farms in the middle of one of the US’s highest profile events—the Sundance Film Festival.
THE IDEA OBE built a pop-up restaurant, fully staffed and fully branded, to engage thousands of film enthusiasts and the community of Park City, Utah. In the space, guests were able to connect with the brand and eat well in the overbooked town, sampling fresh, made-to-order veggie burgers.
THE RESULTS Thousands of festival-goers were served, all for FREE, generating over 100,000 media impressions. We also captured real-time consumer feedback to deliver additional insight and value to Morningstar Farms.